Drive Clean Campaign

California Air Resources Board

Project Details

The California Air Resources Board (ARB) wanted to promote the value the purchase of zero- and low-emission vehicles among California consumers. We conducted focus groups with residents of Southern California, the nations’ largest car market and the leading hybrid market. The purpose of the study was to determine what consumers need and expect when researching a new car over the Internet, particularly hybrids, electric cars, and other zero- and low-emission vehicles. The study addressed the kind of information consumers look for, how they navigate the Internet to find that information, what site content they need, and specific feedback on a proposed website design.

Outcome

Study findings were used to help update ARB’s www.DriveClean.ca.gov website, which aims to assist users in making clean car purchases.