How photographic frames in social media advertising can influence the purchase of zero–emissions vehicles in British Columbia : a mixed-methods study

Abstract

Compelling communications strategies from government agencies, auto manufacturers, and pro-environmental groups will be needed in order to encourage the changes in consumer purchasing behaviour required to attain the government of British Columbia’s 2018 announcement that all personal use vehicles sold within the province are to be zero emission vehicles (ZEVs) by the year 2040. With a foundation in frame theory and the use of a mixed methods research approach, this study questioned which types of photographic images used in social media advertising best elicit the consumer behaviour of purchasing ZEVs. The triangulated results from a researcher-conducted content analysis, focus groups, and survey determined that the use of the following visual frames denote the most positive view of ZEV ownership: positioning ZEVs as discernibly unique vehicles, highlighting the extensive range of ZEVs, the economic benefits of ZEVs, and positioning ZEVs as ecofriendly. Those involved in the promotion of ZEVs and their mass adoption in BC are encouraged to consider these frames in order to maximize the reach and impact of their communications efforts.