Study On Car Sharing Service Based On Theory Of Economic Ecological Efficiency

Many world environmental economists indicate that consumer behavior is one of major causes of world environmental problems. But how should we change our unsustainable consumer behavior and reduce environmental problems? This paper chooses car sharing as research area and brings in the concept of economic ecological efficient product and service. The theory of economic ecological efficient service emphasizes the idea of improving efficiency of resource use, reducing environmental effects and encouraging businesses to provide more value to satisfy consumer's needs through the adjustments of products and their functions. Car Sharing corresponds with the principles of this theory; therefore, it is considered a typical example of economic ecological services.Theoretically, economic ecological efficient service is able to change unsustainable consumer behavior. This proposition contains two assumptions: One assumes that consumers will adopt economic ecological efficiency and use it as replacement of previous product, the other assumes that the adoption of economic ecological efficent service will result in less envionmental effect. Whether or not the two assumptions can be proved constitute major work of this paper. Based on the above assumptions, the research questions turned into what factors affect the adoption of economic ecological efficient products or services and the impact upon the enviornment after the adoption. To explore these issues, the author has conducted survey among regular residents aged from 20-50 living in eight Districts such as Dongcheng, Xicheng, Xuanwu, Chaoyang, Haidian in Beijing, obtained 680 valid samples and also completed 15 in-depth interviews. Based on the above work, the paper conducted the empirical study in the following four areas: First, consumer's adoption process of economic ecological efficient service; Second, conceptual model and calculation of the efficiency of economic ecological service; Third, quality measurement of the service, Fourth, consumer's behavior change after the adoption of the service.It is a very difficult and complex process to change consumer behavior. However, consumer's behavior do change over time. This paper takes consumer's adoption of Car Sharing as a sort of Diffusion of Innovation described by Rogers, whose theoretical Model of Diffusion of Innovation mainly focuses on social adoption of innovation. Gatignon and Robertson hold that personal characteristics should also be considered when looking into the process of Diffusion of Innovation. On the other hand, Lancaster acknowledges the role of personal subjective factor in consumption activities. Yet he has not gone deeper to explain how personal cognitive factor and action work. While this paper acknowledges the role of personal characteristics, it finds out that personal value can become important variable to influence people's consumption activities. Furthermore, this paper has tested hypothesis that personal value is relevant to Beijing consumer's adoption of Car Sharing service.In order to be accepted by consumers, economic and ecological efficient service must be able to satisfy consumer needs and has market dynamics. Needs satisfaction should base on economic and ecological efficiency, in another word, to produce maximized outcome that is able to satisfy needs with least input.Researchers in the West suggest a formula to measure economic ecological efficiency, that is, the total value of product and service over the total environmental impact aiming at reducing environmental impact in product life cycle. But this formula pays no attention to the function of products and services. The well-known Wuppertal Institute suggests a formula of material input per service-unit to measure economic ecological efficiency, which stresses service and its function upon consumers rather than materials. But this formula neglects needs satisfaction of consumers.This paper holds that the ultimate goal in pursuit of product and service by consumers is the needs satisfaction. Therefore, product and service should not be the core focus of economic and ecological efficiency, needs satisfaction provided by product and service should become core focus of research. Based on this idea, the paper innovatively puts forward the model of increasing the intensity of service of a product so as to increase the intensity of needs satisfaction, thus increasing economic ecological efficiency while reducing environmental impact of needs satisfaction per unit. Since it is possible to obtain data of the intensity of service of a product and the intensity of needs satisfaction and to calculate the total environmental impact of needs satisfaction, therefore this model is quantifiable and likely to be put into practice, making comparisons of economic ecological efficiency of products and services possible.Although some overseas authors predict that China has potential for Car Sharing, their viewpoints are only based on estimates. This paper proves through empirical study that the shared Car service based on the theory of economic ecological efficiency in Beijing has higher economic ecological efficiency than private car usage, consumers in Beijing do adopt Car Sharing service under certain condition and has resulted in such behavioral changes as using more public transport vehicles, canceling and postponing purchasing private cars, which subsequently reduces environmental effect. This empirical study has proved validity of the proposition of changing consumer behavior through economic ecological efficient service. In addition this paper proves that personal value is relevant to consumers'adoption of economic ecological efficient service in Beijing, which indicates that governmental encouraging policy should play a role in bring about active, healthy needs satisfaction and personal value as well.This paper has conducted empirical analysis from perspective of consumer, service provider and government and prove that some Beijing consumers are willing to adopt Car Sharing service, Car Sharing service has cost advantage, the income of Beijing residents are compatible with Car Sharing service and some service areas and groups of consumers can be targeted in Beijing. Finally, this paper holds that Beijing is in pressing need to introduce Car Sharing service. All these conclusions bear tremendous significance to future development of Car Sharing service and the establishment of a sustainable transport system in Beijing.China is the most popular nation in the world with a below average resources per capita. With China on the verge of entering a phase of fast growth of private cars, this paper provides significant value to governments at various cities in China, reminding them to work out sustainable transport strategies and encourage sustainable travel mode so as to balance the transport growth, economic development and environmental protection.