On attitudes towards green touch points in the use of in- and off vehicle internet

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On attitudes towards green touch points in the use of in- and off vehicle internet

Nätterlund, K. / Sundin, A. / Gustavsson, M. / Romell, I.

The innovative content in this work is the novel approach finding "green behavior" in the usage of the car, not only the driving situation, using Experience Design and behavioural science with the aim of exploring behaviour change, branding and use of technologies around us, e.g. Internet, smartphones, social networks etc. The business rationale behind this approach, beside a lowered carbon footprint, is that of affecting the consumers' experience of interacting with the brand, with the aim of strengthening or "greening" the image of the brand. The main part of the work described in this paper was part of the thesis work Creating a Vision - Identifying Green Touch Points and Encouraging Behaviour Change in Car Use (Larsson & Sondell, 2011). The thesis work has been carried out within EFESOS (Environmentally Friendly Efficient Enjoyable and Safety Optimized Systems), a three-year on-going Swedish research project partly governmental funded and led by Volvo Car Corporation, where focus are on new methods and solutions for safe amusing and green usage of cars where connectivity and new services will act as facilitators.