This research endeavors to provide a comprehensive examination of the preferences exhibitedby the millennial demographic with regard to electric vehicles (EVs) within the context ofSweden. The study encompasses a thorough analysis of various dimensions, includingattitudes, innovation, technology, pricing, performance, and environmental considerations, allof which shape the decision-making process of millennials in adopting EVs. As electricvehicles emerge as a prominent solution for sustainable mobility, comprehending thepreferences of millennials becomes pivotal for steering the trajectory of the automotiveindustry. Employing qualitative methods such as in-depth interviews and meticulous analysis,this study delves into the intricate web of factors that influence millennial consumers in theirchoice to embrace EVs.The outcomes of this research divulge the intricate interplay between the attitudes ofconsumers and the evolving perception of electric vehicles. This exploration offers insightinto factors such as perceived convenience, technological assimilation, and conscientiousnesstowards societal impact. Furthermore, the study unravels the layers of pricing perceptions,elucidating the role of economic considerations and long-term cost-effectiveness in thediscernment of millennials' decision-making processes. Aligned with the environmentallycognizant ethos often attributed to millennials, this research undertakes a comprehensiveinvestigation into the salience of environmental considerations in shaping their preferencesfor EVs. This not only encompasses the reduction of carbon emissions but also extends toencompass the broader sustainability ramifications associated with the adoption of electricvehicles. The insights garnered from this study contribute to a nuanced and thoroughcomprehension of the pivotal role millennials play in steering the transition towards EVs.The findings of this research hold substantial implications for policymakers, manufacturers,and stakeholders in the automotive industry who are vested in aligning their offerings withthe preferences of millennials. Acknowledging the profound impact of consumer attitudes,pricing dynamics, and environmental conscientiousness, this research underscores theindispensable requirement for a comprehensive approach in fostering the adoption of electricvehicles within the millennial demographic in Sweden.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-125511 |
| Date | January 2023 |
| Creators | Karazoun, Haitham, Alhussein, Mohamed |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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