Automotive sector needs stronger digital integration to meet environmental challenges

The research states that digital technologies are not just tools for manufacturers; they are powerful agents of behavioral change that can guide consumers toward greener decisions.

Digital innovations are driving a new era of sustainable consumption in the automotive sector. A new study published in Sustainability highlights the transformative role of technologies like artificial intelligence (AI), the Internet of Things (IoT), blockchain, and augmented reality (AR) in shaping consumer behavior and supporting environmental goals.

Titled "Digital Technologies to Support Sustainable Consumption: An Overview of the Automotive Industry", the study adapts the SHIFT framework to analyze how digital tools influence consumers at every stage of car ownership, from purchase to disposal. By examining both technological enablers and consumer psychology, the research offers a blueprint for aligning industry practices with sustainability objectives.

How are digital technologies driving sustainable consumer choices?

The study identifies twelve digital technologies that significantly influence sustainable consumption in the automotive industry. These include AI, IoT, blockchain, big data analytics, cloud computing, digital twin, AR, VR, and other advanced solutions. Each plays a distinct role in reshaping consumer habits. For instance, AI-powered tools can personalize eco-friendly driving recommendations, while IoT-enabled predictive maintenance reduces emissions by optimizing vehicle performance.

A unique contribution of the research is the development of the SHIFT for Automotive model. This adaptation of the original SHIFT framework organizes the influence of technologies around five pillars: Social Influence, Habit Formation, Individual Self, Feelings and Cognition, and Tangibility. These factors determine how consumers respond to sustainability initiatives and how their behavior can be steered toward environmentally responsible actions.

The model maps these influences across three critical stages: vehicle choice, usage, and disposal. During the purchase stage, technologies such as AR and VR enhance awareness by allowing consumers to explore sustainable options virtually. During usage, connected vehicle systems and eco-driving applications encourage energy-efficient practices. Finally, at the disposal stage, blockchain and digital tracking systems ensure transparency in recycling and the circular economy.

The research states that digital technologies are not just tools for manufacturers; they are powerful agents of behavioral change that can guide consumers toward greener decisions.

What role do consumers and manufacturers play in achieving sustainability?

While technology provides the tools, the study argues that sustainable transformation depends on both consumers and manufacturers. The researchers argue that technology adoption must be supported by consumer willingness to change habits and engage with new solutions. Many consumers remain unaware of the sustainability benefits offered by digital tools, which limits their impact.

Manufacturers, on the other hand, hold a decisive role in integrating these technologies into products and services. By embedding AI, IoT, and other innovations directly into vehicles, companies can create systems that actively encourage eco-friendly practices. For example, connected car features can alert drivers to reduce fuel consumption, while predictive maintenance solutions minimize waste by extending vehicle lifespans.

However, the research also points to barriers. Consumer trust in digital solutions remains fragile due to concerns about data privacy and technology reliability. Moreover, inadequate infrastructure, such as limited charging networks for electric vehicles, restricts the effectiveness of some sustainability-focused technologies. Overcoming these challenges requires joint efforts from policymakers, manufacturers, and technology providers to build an environment where digital solutions can thrive.

The Delphi method applied in the study, involving expert evaluations, confirmed that when consumers and producers collaborate, digital technologies can effectively drive sustainable behavior. This co-creation process is essential to accelerate the industry’s shift toward environmental responsibility.

What are the opportunities and challenges ahead for the automotive industry?

The study highlights both opportunities and obstacles in leveraging digital technologies for sustainability. In terms of opportunity, advancements in AI, big data, and connected systems promise to make vehicles smarter and more energy-efficient. These innovations can also empower consumers with real-time data, helping them make informed decisions that align with sustainable goals.

The automotive sector can benefit from blockchain technology, which enhances supply chain transparency and ensures ethical sourcing of materials. Similarly, digital twins, virtual models of vehicles and components, offer a powerful way to optimize design and reduce resource consumption during production.

However, the path to sustainable consumption is not without hurdles. The researchers warn that without consumer education and awareness, even the most advanced technologies may fail to deliver their potential. Digital tools need to be user-friendly and accessible to encourage widespread adoption. Additionally, the industry must address the digital divide, ensuring that sustainable solutions are not limited to high-end vehicles but are available across all market segments.

The paper calls for strong stakeholder collaboration, urging manufacturers, policymakers, and educators to work together in promoting digital literacy and sustainability awareness. By aligning strategies with the SHIFT for Automotive framework, the industry can create a seamless transition to environmentally conscious mobility.