MORI Researches Environmental Labelling of Cars

MORI has just been commissioned by the Department of Transport (DfT) in the UK to research public opinion on the labelling of cars according to their environmental credentials. The research will determine the most effective use of labelling, so that consumers are clearly presented with information about environmental performance when buying a car.

'The Government is planning to introduce a comparative colour-coded label for all new and used passenger cars registered since March 2001, when the new Vehicle Excise Duty bands came into effect,' explains Manjari Patel, Project Manager at the DfT. 'The label will be developed and piloted using MORI research and the findings will feed into a report being submitted to the European Commission at the end of 2003.'

Patel continued 'Research will be conducted on two formats of a comparative label. Both labels will be based on the carbon dioxide bands that forms the basis of the new graduated Vehicle Excise Duty (VED) bands, and one of the labels will incorporate this information into the environmental performance categories used in the EU energy label which consumers are already familiar with.'

The three-stage research project, led by MORI's environmental research expert John Leaman and by Helen Sladden, will be completed in Summer 2003. Qualitative and quantitative phases will determine public reaction to, and understanding of, trial labels, and explore the importance of environmental issues when buying a car. The third phase investigates customer and salesforce opinions at the point of purchase.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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