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  • 1.
    Lindgren, Jonathan
    et al.
    Mälardalen University, School of Business, Society and Engineering.
    Ström, Alexander
    Mälardalen University, School of Business, Society and Engineering.
    RÄDDA VÄRLDEN MEN HA KUL PÅ VÄGEN: En studie om drivkrafter som motiverar respektive hindrar köp av elbilar2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    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.

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