At this seminar, the authors will present two CIRANO research projects that are part of a vast study entitled « Understanding the rise of light trucks in Canada in order to reverse the trend », coordinated by Équiterre.
First, they will explore Quebecers' motivations for buying bigger vehicles like SUVs, by replicating a survey conducted in Canada in 2021. They will highlight the socio-demographic and psychological factors of buyers, as well as vehicle characteristics, that lead Quebecers to turn to SUVs.
Secondly, they will talk about the supply side and study the practices of car retailers in Quebec through a qualitative study using mystery shopping. Using observation notes collected from 30 car retailers, they will address key themes in the experiences of potential vehicle consumers.
