Sport utility vehicles and willingness-to-downsize: A mixed-method exploration of functional, symbolic, and societal consumer perceptions in Canada

Abstract

The growing share of sport utility vehicles (SUVs) in the passenger market is challenging various sustainability and decarbonization goals. In our case study of Canada, SUVs and pickup trucks made up 80% of new vehicle sales in recent years. In this paper, we explore what motivates consumer interest in purchasing SUVs, and their “willingness-to-downsize” to a car. We employ a framework that considers functional, symbolic, and societal perceptions of SUVs. Our mixed-methods approach includes quantitative insights from a survey of Metro Vancouver citizens (n = 986), and qualitative insights from a subset of those individuals via six focus groups (n = 37). We find that SUV drivers view their vehicles as functionally superior to smaller cars in terms of safety, space for lifestyle, handling, and fun. Symbolically, SUVs are seen as a “status symbol” that can communicate a number of images, such as being “successful”. SUV drivers are more likely to see these vehicles as common and “approved” in their social networks, and tend to downplay any negative societal impacts such as increased GHG emissions. Across respondents intending to buy an SUV, willingness-to-downsize to a smaller vehicle was highest under financial incentives (for buying or using a car) or disincentives (for buying or using an SUV). Multivariate analysis confirms that SUV interest and willingness-to-downsize are associated with functional, symbolic, and societal perceptions of SUVs. Results provide insights into the physical and social entrenchment of SUVs among drivers. Changing this trend will be difficult, and likely requires the use of strong policies.