Influence and Innovation – peers and Priuses

The following paper considers the role of neighbourhood and peer influence on the purchase of a new vehicle technology – hybrid cars. Exploratory Spatial Data Analysis techniques examine consumer take up of these technologies in London, spatially and temporally. Clusters of ownership were detected and informed the choice of case study areas for pilot qualitative interviews. Recruitment for the pilot interviews was challenging. Initial outcomes do, however, accord with the quantitative findings - suggesting a potential role for neighbourhood and peer effects in vehicle purchase decisions. The importance of brand loyalty and financial incentives, including exemption from the London Congestion Charge was also clear. While recruitment was more difficult than anticipated, the iterative methodology that resulted may be of wider academic benefit.