0.050.09975 0

Webinar: A better understanding of SUV purchase motivations in Canada

Wednesday 16 Jun 2021
From 12PM To 1:30PM

Ingrid Peignier, Senior Director of Partnerships and Research Valorization at CIRANO, Verena Gruber, Professor at HEC Montréal, and Charlotte Dubuc, Master's Student at HEC Montréal and Intern at CIRANO, will present the highlights of the CIRANO report "Analyse des motivations d’achat de camions légers au Canada".


The main objective of the report to be presented was to investigate the motivations, attitudes and contextual factors that influence vehicle choices among Canadians, with a focus on light trucks such as SUVs. The presenters will present the results of a multi-method analysis that includes a cross-Canada online survey of a representative sample of 1,377 Canadians and qualitative research involving in-depth interviews and focus groups across Canada. Together, these analyses allow us to identify and better understand the key factors that affect individuals' vehicle preferences. Several potentially interesting levers for raising consumer awareness of the effects of fuel-inefficient vehicles will be presented. Some of these levers have been tested in a confirmatory study, and initial results from these experiments will be presented.

This study is part of a larger research project coordinated by Équiterre whose main objective is to understand Canadians' preference for fuel-efficient vehicles and the factors (political, economic, social, etc.) that contribute to the increase in sales of these types of vehicles in Canada.


The event will be held in French.


Registration and participation to the event via Zoom

Details on how to join the webinar will be sent to you after the registration.

Charlotte Dubuc

Charlotte Dubuc is Master's Student in Management, specializing in Business Strategy, at HEC Montréal and Intern at CIRANO.

[ - ]
[ + ]

Verena Gruber

Holder of a Ph.D. in Economics and Social Sciences (Marketing) from the Vienna University of Economics and Business, Verena Gruber is Associate Professor in the Department of Marketing  at HEC Montréal and is affiliated with the Pôle e3c (Expertise in Energy and Environment). Her expertise lies in the area of consumer behaviour, with a particular focus on sustainability. She has been involved in several research projects related to this field, and more specifically in conducting field experiments with BIXI and Communauto, in order to understand how to get users to adopt more sustainable behaviors.

[ - ]
[ + ]

Ingrid Peignier

Ingrid Peignier is Senior Director of Partnerships and Research Valorization and Projects Director at CIRANO.

A graduate engineer from École des Mines d'Alès (EMA) and holder of a master's degree in industrial engineering from Polytechnique Montréal, her fields of expertise mainly involve the identification, evaluation, management and communication of risks in various fields such as the transportation of hazardous materials and underground infrastructure failures.

[ - ]
[ + ]

Elinora Pentcheva

Étudiante à la maitrise en marketing, HEC Montréal.


[ - ]
[ + ]