Several studies document the potential for eco-labeling and marketing programs; however, they focused on inexpensive, frequently purchased items. We identify whether such programs can be effective with more expensive, durable goods. We isolate the impact of the program on consumers by analyzing responses to a survey administered before and after the program to independent samples of individuals residing in and out of the marketing area. We used both multivariate analysis of variance and regression approaches in the analyses. Few vehicle dealers participated in the eco-labeling portion and we find the eco-marketing component of the program led to only one positive outcome; individuals exposed to the marketing are less likely to think all vehicles pollute about the same when driven. This was one of the key misperceptions that the Maine Clean Car Campaign attempted to correct. However, we also found three negative impacts of the Campaign. Individuals exposed to the marketing viewed vehicle emissions as being a smaller contributor to Maine's air quality problems and had an increased perception that greener vehicles suffered from poor performance and were more expensive.
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