This practitioner case study paper aims to examine how research influenced a behaviour change and social marketing campaign to influence New Zealanders’ vehicle purchasing decisions, encouraging the selection of higher safety-rated vehicles to reduce deaths and serious injuries on the road.
This study used a qualitative focus groups approach to reveal consumers’ understanding of vehicle safety, behaviour and decision-making criteria while simultaneously testing a broad creative platform and its proposed concept for implementation. Guided by the COM-B model and the five-stage consumer decision-making model, the campaign design and evaluation addressed behavioural determinants and messaging effectiveness. Research insights informed the development of the “Last line of defence” campaign, targeting misconceptions and elevating vehicle safety ratings as a priority when purchasing a vehicle.
Findings highlight that while consumers recognised safety as important when prompted, it was rarely a top-of-mind factor in purchase decisions. Price, reliability and vehicle type dominated the decision-making process.
This study provides a contribution to social marketing literature and practice by demonstrating the application of behaviour change theory and social marketing research to influence vehicle purchasing behaviour. It showcases the importance of comprehensive research at the beginning of campaign development to influence interventions to reshape public perceptions and drive meaningful behaviour change in road safety.
