Ecological sustainability – a customer requirement? Evidence from the automotive industry
There are several motives for the adoption of ‘green’ or sustainable materials for car interiors, for example, the shortage of fossil resources and the resulting oil-price increase, new legal requirements (regulations and laws) which penalise environmental pollution and
the changing behaviour patterns of consumers. The latter was the subject of an empirical study involving 106 potential car buyers, who were asked about their attitude to sustainable materials in a car interior. Furthermore, consumers' willingness to pay a premium price for a vehicle interior
made of renewable resources was also analysed. The main conclusion is that more than 66% of the respondents would accept green car components for a moderate price increase. The relevance and pressure to substitute fossil materials with renewable ones can be expected to increase. This increase
will not only be due to the potential decline of resources, but more notably as a result of consumer demand.
Keywords: automotive interior; ecological sustainability; sustainable materials; willingness to pay
Document Type: Research Article
Affiliations: 1: Faculty of Environment and Technology,Institute for Product and Production Innovation, Leuphana University Lüneburg, Volgershall 1, 21399Lüneburg, Germany 2: TWT GmbH Science & Innovation, Bernhäuser Str. 40-42, 73765Neuhausen, Germany 3: Faculty of Business Administration and Economics,Institute for International Management of Resources and Environment, Freiberg University of Technology, Lessingstrasse 45, 09596Freiberg, Germany
Publication date: 01 November 2012
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