The role of Perceived risk in sustainable consumption contexts Essay

The role of Perceived risk in sustainable consumption contexts - Essay Example Research and development projects have found out that most car demanders have perceived risks about hybrid cars; however, marketing can address the perceived risk barriers to change the attitudes of consumers towards these vehicles. Barriers Associated with Perceived Risk in Decision-making for Hybrid Cars The first barrier associated with perceived risk is lack of warrants. Hybrid companies do not give customers warrants in most cases. This causes lack of guarantee among the customers concerning the functionality of the hybrid cars. Consumers find it difficult to trust hybrid cars because they are not afforded some period of protection should the car fail to meet all dimensions of product quality (Blackwell, Miniard and Engel 101). Sometimes, hybrid car manufacturers offer extremely short period of warrants, which leaves consumers with doubts; customers tend to belief that the reason for this is that these cars could be having short Mean Time To Repair (MTTP) periods. Additionally, hybrid manufacturers fail to avail information concerning earlier purchases that could encourage customers to buy these cars. According to the social learning theory, human beings are naturally attracted to things that society members demand most because they believe that many people demand good things. Car buyers hold a belief that the speed and distance covered by the hybrid cars leads to excessive consumption of fuel and energy during driving. The general assumption is that the higher the speed, the more the engine consumption of fuel. Car consumers, therefore, have a perception that these cars may cause them spend more on fuel than they could spend in conventional cars. The hybrid cars typically attempt to increase the mileage while overcoming the shortcomings of an electric and gasoline car. Apart from the energy costs, hybrid cars are believed to cause accidents easier than conventional cars. The braking system of a hybrid car is automatic and highly sensitive to slight paddle s. Drivers believe that this may encourage them to over-depend on emergency brakes, which may expose them to fatal accidents. The root causes of these perceptions are lack of proper information and false generalizations. Marketers and manufacturers have not invested in consumer education to ensure they have clear knowledge of hybrid cars and their functionality (Blackwell, Miniard and Engel 80). Despite hybrid cars being environmentally friendly and offering great savings on gas than their conventional counterparts, they are associated with several risks. Hybrid cars have gigantic sizes and high voltage batteries. When accidents occur, the high voltage batteries pose a risk of causing acid spills and electric shocks. The force involved in accidental collision or falling of cars causes the high voltage batteries to burst and spray hot acids. Acids may lead to burns of victims while shocks may make it difficult for volunteers who are attempting to save the victims. Sometimes excessive sprays of acids and shocks lead to fires that burn the whole car and victims who might not have escaped. Further concerns arise from the fact that the large battery pack at the rear can accumulate up to 300 volts (Swanson 27). The cables connecting this battery to the engine may rupture or leak and deliver a nasty wallop. Marketing Recommendations to