LowCVP investigates how changing car buyers’ behaviour can help cut CO2 from road transport
Wed 12 September 2012
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The LowCVP recently held a series of stakeholder discussions in webinar format to evaluate the most effective ways of shifing buyer behaviour in favour of low carbon cars. The debates produced some illuminating examples of effective action in this area.
During the last decade the strategy for reducing average new car CO2 emissions has focused around regulation of the European car market with targets for reducing car manufacturers’ average CO2 emissions. This policy has been supported in various ways; through vehicle taxation aligned to emissions levels; through the provision of information to help car buyers make informed decisions and regulation on green claims. The result has been rapidly falling UK new car CO2 emissions; dropping to an average 138.1 g/km in 2011 down 23% on a decade ago.
The LowCVP recently undertook a review of what more could be done to support the reductions in greenhouse gases from road transport required by the Carbon Plan and the 2020 targets new car CO2.
A range of instruments have been investigated, through a series of webinars involving leading experts covering: taxation; the use of social media; the role of local authorities to behavioural measures and the infamous 'nudge' approach.
While fiscal measures are generally agreed to have had a significant influence in the past there are challenges for the future. Internationally the UK is judged to have one of the strongest low carbon car tax systems, as judged by the International Council for Clean Transportation (ICCT). However, the improved efficiency of modern cars designed to drive down CO2 and fuel use has seen fuel duty revenue drop by a third as a percentage of GDP. There may need to be a radical rethink of the role of taxation and the Treasury is currently looking at how it is going to address this shortfall in revenue.
One area in which there is perceived room for improvement is in influencing the purchasing decision through mechanisms other than taxation.
The introduction of labelling and best practice in green claims has improved the accessibility of information and the accuracy with which it is used in marketing materials. However, Dr Jillian Anable of Aberdeen University argues that there is room to go further by looking in more detail at how the buying decision is made and to frame communications in ways that are more readily understood by car buyers.
The views of the experts who have presented at the LowCVP events to date have been recorded and can be viewed on the LowCVP past webinars page.
Of course it’s not just the private motorist’s purchasing behaviour that counts. In the UK approximately half of all cars purchased are bought by fleets. The LowCVP study has yet to be completed and will move on to look at the role of Carbon Reduction Commitment and what role Corporate Social Responsibility can play in changing corporate fleet car buying decisions.
The LowCVP will be hosting a webinar on this topic in the near future. For information on this and other future events and webinars visit the LowCVP events page.
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