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SAMMANFATTNING Datum:  2024-05-28 datum för slutseminarium Nivå:  Kandidatuppsats i Företagsekonomi, 15 hp  Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Titel: Mer än bara en elbil: En kvalitativ undersökning av konsumentbeteendet hos elbilsägare Handledare: Aswo Safari Författare: Husein Husein  Merdina Okic  Adam Spahic       000913                            020506                           030116     Nyckelord: Konsumentbeteende, Elbilar, Miljömedvetenhet, Theory of Planned Behavior (TPB) Value-Belief-Norm (VBN) teori, Norm Activation Model (NAM) Forskningsfråga/or:  I vilken utsträckning engagerar sig elbilsägare i andra miljövänliga konsumentbeteenden utöver att äga en elbil? Vilka faktorer påverkar deras konsumentbeteende i relation till miljö? Syfte: Studien syftar till att undersöka huruvida elbilsägares konsumentbeteende innefattar fler miljövänliga beslut utöver val av transportfordon. Metod:  Denna studie använder en kvalitativ metodansats, där data samlas in genom semistrukturerade intervjuer med elbilsägare för att förstå deras attityder, motivationer och beteenden. Dessutom används Klimat Kalkylatorn för att analysera respondenternas koldioxidutsläpp och ge en kvantitativ bedömning av deras miljöpåverkan. Slutsats: Elbilsägare visar en viss grad av miljövänligt konsumentbeteende, men deras engagemang i andra miljövänliga beslut påverkas starkt av ekonomiska incitament och praktiska förutsättningar / ABSTRACT Date: 2024-05-28 date for final seminar Level:  Bachelor thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University  Title: Elbilsägare är väl miljövänliga?: En kvalitativ undersökning av konsumentbeteendet hos elbilsägare Supervisor: Aswo Safari Authors: Husein Husein   Merdina Okic              Adam Spahic                              000913                        020506                        030116  Keywords: Consumer behavior, electric vehicles, environmental awareness, sustainability, Theory of Planned Behavior (TPB), Value-Belief-Norm (VBN) theory, Norm Activation Model (NAM) Research questions:  To what extent do electric vehicle owners engage in other environmentally friendly consumer behaviors beyond owning an electric vehicle?What factors influence their consumer behavior in relation to the environment?  Purpose: The study aims to investigate whether electric vehicle owners’ consumer behavior includes more environmentally friendly decisions beyond the choice of transportation vehicle. Method: This study employs a qualitative approach, collecting data through semi-structured interviews with electric vehicle owners to understand their attitudes, motivations, and behaviors. Additionally Klimatkalkylatorn is used to analyze the respondents’ carbon emissions, providing a quantitative assessment of their environmental impact. Conclusion: Electric vehicle owners exhibit a certain degree of environmentally friendly consumer behavior, but their engagement in other green decisions is strongly influenced by economic incentives and practical conditions.

The evolving landscape of digital marketing has significantly impacted consumer behaviour, especially among Generation Z. This thesis explores Generation Z students' intentions towards engaging with mobile coupons, examining the psychological beliefs that influence their behaviour through the lens of the Theory of Planned Behavior (TPB) and the concept of Mental Accounting. By understanding the attitudes, subjective norms, perceived behavioural control, and mental accounting practices, this study seeks to uncover the factors that drive or hinder the use of mobile coupons among this demographic. Using a qualitative research methodology, semi-structured interviews were conducted with Generation Z students in Sweden to gather in-depth insights into their coupon usage behaviour. The empirical findings indicate that while economic efficiency and value perception are critical motivators, social influence and psychological perceptions also play significant roles. Additionally, the convenience and immediacy provided by mobile coupons align well with the digital consumption patterns of Generation Z. The conclusion reveals that the integration of digital technology in marketing strategies must consider these nuanced psychological beliefs to effectively engage Generation Z. This research contributes to the broader understanding of digital marketing strategies and offers practical implications for marketers aiming to enhance coupon engagement among students. Future studies are recommended to further explore the dynamic interplay between digital marketing tools and consumer psychology.

Against the background of an aspired zero emission economy, residential decision making concerning low-carbon technologies (LCTs) has been researched widely to develop appropriate policy measures to foster adoption levels, however, adoption levels remain unexpectedly low. First, prevalent knowledge gaps are caused by the lacking accumulation of knowledge in the research domain, and second, the lacking common understanding of the decision process itself. Third, previous research has not sufficiently accounted for heterogeneity in the population, instead assuming similar drivers and barriers for adoption across consumer segments. Based on an extended Theory of Planned Behavior and previous research findings, a holistic decision framework for residential decision-making concerning LCTs is proposed in this doctoral thesis. A reduced framework could be confirmed for the example technology rooftop PV with a high-quality sample (n=1,800) using Partial Least Squares Structural Equation Modelling. It could be shown, that adoption intention and strength and influence of predictors vary across consumer segments, even between segments with the same broad social status and/or comparable values. Matching survey data with real-world data revealed, that stated adoption intentions of consumer segments are consistent with adoption behavior in Saxonian zip-codes only for two of five consumer segments. Moreover, it could be demonstrated that common variables used to explain adoption intentions (environmental concern and novelty seeking) are not related with adoption levels in Saxonian zip-codes. Similarly, common variables to explain adoption levels in zip-codes (city-type, share of (semi-) detached houses, population density, previous PV installations) are not related with adoption intentions among consumer segments. These results show that taking consumer heterogeneity into account is crucial to understanding drivers and barriers of residential adoption decisions, and that variables relating to intentions and actual behavior are not necessarily equivalent, providing initial insights into why political measures might not have been sufficiently successful yet.:Abstract iii Zusammenfassung v Publications ix Acknowledgments xi 1 Introductory Remarks 1 2 Residential low-carbon technology decision-making 23 3 Residential PV adoption intention 37 4 The decision towards a residential PV system 63 5 Heterogeneity in PV adoption intentions across consumer segments 83 6 Spatial and household characteristics relating to PV saturation 103 7 Spatial and household characteristics relating to PV adoption intention 121 Statement of Contribution xv Curriculum Vitae xvii Declaration of Authorship xix Bibliographic Description xxi