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RÄDDA VÄRLDEN MEN HA KUL PÅ VÄGEN: En studie om drivkrafter som motiverar respektive hindrar köp av elbilar
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

DATUM: Slutseminarium; 2020-06-02 & slutversion; 2020-06-08

NIVÅ: Kandidatuppsats i företagsekonomi, FOA300, VT20

INSTITUTION: EST – Ekonomi, Samhälle & Teknik, Mälardalens Högskola. 

FÖRFATTARE: Jonathan Lindgren (95/03/23), Alexander Ström (93/06/24)

TITEL: RÄDDA VÄRLDEN MEN HA KUL PÅ VÄGEN; En studie kring drivkrafter respektive hinder vid köp av elbilar

HANDLEDARE: Aswo Safari

NYCKELORD: Elbil, hållbar konsumtion, värderingar, attityd, motivation, dilemma

SYFTE: Syftet med denna studie är att öka förståelsen för vilka drivkrafter som motiverar eller hindrar den svenska konsumenten till ett hållbart köp av elbil. Resultatet av denna studie kan med fördel användas av bilföretag och marknadsförare med ändamålet att anpassa sin produkt och marknadsföring så tilltalande som möjligt för potentiella konsumenter.

FORSKNINGSFRÅGA: Vilka drivkrafter motiverar respektive hindrar köp av elbilar?

METOD: För att besvara denna studie har en kvalitativ ansats valts. Primärdata har insamlats genom semi-strukturerade intervjuer och sedan analyserats, med hjälp av den teoretiska referensramen kompletterats med citat. 

SLUTSATS:  Studien påvisar att det finns flera olika drivkrafter som motiverar och hindrar ett köp av en elbil. Förutsättningen för vilka drivkrafter som motiverar eller hindrar ett köp av en elbil förefaller vara samspelet mellan individens värderingar, attityd och motivation. Detta tycks även avgöra vilket dilemma individen uppfattar.

Abstract [en]

DATE: Seminar version; 2020-06-02 & final version; 2020-06-08

LEVEL: Bachelor´s thesis in business administration, FOA300, VT20 

INSTITUTION: School of business, society and engineering, Mälardalen University

AUTHORS: Jonathan Lindgren (95/03/23) & Alexander Ström (93/06/24)

TITLE: SAVE THE WORLD BUT HAVE FUN ON THE WAY; A study about the driving forces that motivate or hinder the purchase of electric vehicles

TUTOR: Aswo Safari

KEYWORDS: Electric vehicle, sustainable consumption, values, attitude, motivation, dilemma

PURPOSE: The purpose of this study is to increase the understanding of the driving forces that motivate or hinder the Swedish consumer to a sustainable purchase of an electric vehicle. The results of this study can advantageously be used by car companies and marketers with the purpose of adapting their product and marketing as appealing as possible to potential consumers.

RESEARCH QUESTIONS: What driving forces motivate or hinder the purchase of electric vehicles?

METHOD: To answer this study, a qualitative approach has been chosen. Primary data has been collected through semi-structured interviews before being processed through the theoretical framework and supplemented with quotes.

CONCLUSIONS: The study shows that there are several different driving forces that motivate and hinder the purchase of an electric vehicle. The condition for what driving forces that motivate or hinder the purchase of an electric vehicle are the interaction between the individual's values, attitude and motivation. This also determine what dilemma the individual perceives.

Place, publisher, year, edition, pages
2020. , p. 40
Keywords [en]
Electric vehicle, sustainable consumption, values, attitude, motivation, dilemma
Keywords [sv]
Elbil, hållbar konsumtion, värderingar, attityd, motivation, dilemma
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-48395OAI: oai:DiVA.org:mdh-48395DiVA, id: diva2:1437137
Subject / course
Business Administration
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Examiners
Available from: 2020-06-16 Created: 2020-06-08 Last updated: 2020-06-16Bibliographically approved

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