This paper reports the initial findings of two research projects that identify attitudinal barriers inhibiting the adoption of cleaner vehicles in the UK. The first, conducted for the Low Carbon Vehicle Partnership by Ecolane Transport Consultancy, reviews the evidence of consumer
attitudes to low carbon cars. The study shows that car buyers have a poor knowledge of cleaner car technologies, the environmental impacts of road transport and car ownership costs. The second study, initiated within the Open University’s Design Innovation Group, identifies key ‘hotspot’ factors that influence consumers’ adoption of low carbon products. The study, which is ongoing, has concluded that identifying where and when these hotspot points of leverage occur could help inform initiatives to facilitate consumer adoption and effective use
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