Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/29814 |
Resumo: | The new decade brings increasing concerns over climate change. Road transport is one of the largest contributors to emissions of greenhouse gases and apprehension is growing as to how the industry can reduces its carbon footprint. One solution is vehicles powered by electric motors. Electric cars, although becoming more popular are still regarded by many motorists as inadequate to meet their needs, while research has been conducted on the perceptions of electric cars there is less research on how they could be marketed to consumers. In the 2030 Ireland will ban new sales of petrol/diesel cars. This thesis aims to study an Irish online community of motorists to understand their views and motivations about electric cars and how these can help improve communication and facilitate adoption. Netnography was considered the most appropriate method of research. Results show that performance is the main consideration of the community, while four sub-themes linked to performance are also observed being sustainability, sentiment, price and self-image. Findings show that although sustainability is a concern for buyers performance attributes are more important in the buying consideration and that many consumers would not be willing to pay a premium for going green. Research suggests that the main focus should be on amplifying the performance qualities of the electric car rather than just emphasising the sustainable attributes. While a substantial section of consumers are unwilling to pay a premium for an electric car which is perceived as performing poorly. |
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Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forumsSustainabilityGreen marketingNew product adoptionNetnographyDigital insightsElectric carsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe new decade brings increasing concerns over climate change. Road transport is one of the largest contributors to emissions of greenhouse gases and apprehension is growing as to how the industry can reduces its carbon footprint. One solution is vehicles powered by electric motors. Electric cars, although becoming more popular are still regarded by many motorists as inadequate to meet their needs, while research has been conducted on the perceptions of electric cars there is less research on how they could be marketed to consumers. In the 2030 Ireland will ban new sales of petrol/diesel cars. This thesis aims to study an Irish online community of motorists to understand their views and motivations about electric cars and how these can help improve communication and facilitate adoption. Netnography was considered the most appropriate method of research. Results show that performance is the main consideration of the community, while four sub-themes linked to performance are also observed being sustainability, sentiment, price and self-image. Findings show that although sustainability is a concern for buyers performance attributes are more important in the buying consideration and that many consumers would not be willing to pay a premium for going green. Research suggests that the main focus should be on amplifying the performance qualities of the electric car rather than just emphasising the sustainable attributes. While a substantial section of consumers are unwilling to pay a premium for an electric car which is perceived as performing poorly.A nova década traz preocupações crescentes com as alterações climáticas. O transporte rodoviário é um dos maiores contribuidores de emissões de gases de efeito estufa e a apreensão sobre como a indústria poderá reduzir a sua pegada de carbono cresceu. Uma solução são os veículos movidos por motores elétricos. Os carros elétricos, embora mais populares, ainda são considerados por muitos motoristas como inadequados às suas necessidades. A pesquisa que tem sido conduzida foca-se na perceção dos carros elétricos, e não em como comercializá-los aos consumidores. Em 2030, a Irlanda vai proibir novas vendas de carros a gasolina/diesel. Esta tese visa estudar uma comunidade irlandesa online de automobilistas para entender suas opiniões e motivações sobre carros elétricos e como estas podem ajudar a melhorar a comunicação e adoção. A netnografia foi considerada o método de pesquisa mais apropriado. Os resultados mostram que o desempenho é a principal consideração da comunidade, enquanto quatro subtemas ligados ao desempenho também são observados sendo sustentabilidade, emoções, preço e autoimagem. Os resultados mostram que, embora a sustentabilidade seja uma preocupação, o desempenho é mais importante no processo de compra e que muitos consumidores não estariam dispostos a pagar um prémio por se tornarem verdes. A pesquisa sugere que o foco deve estar na amplificação das qualidades de desempenho do carro elétrico, em vez de apenas destacar os atributos sustentáveis. Uma parte significativa dos consumidores não está disposta a pagar um prémio por um carro elétrico, uma vez que este é percebido como tendo um mau desempenho.Oliveira, Pedro Luís Lopes deVeritati - Repositório Institucional da Universidade Católica PortuguesaGenovese, Kieran2020-03-04T09:57:42Z2020-01-3120202020-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29814TID:202445496enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:35:21Zoai:repositorio.ucp.pt:10400.14/29814Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:57.444588Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
title |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
spellingShingle |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums Genovese, Kieran Sustainability Green marketing New product adoption Netnography Digital insights Electric cars Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
title_full |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
title_fullStr |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
title_full_unstemmed |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
title_sort |
Sustainability and automobiles : an online investigation into meanings associated to electric vehicles in automobile forums |
author |
Genovese, Kieran |
author_facet |
Genovese, Kieran |
author_role |
author |
dc.contributor.none.fl_str_mv |
Oliveira, Pedro Luís Lopes de Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Genovese, Kieran |
dc.subject.por.fl_str_mv |
Sustainability Green marketing New product adoption Netnography Digital insights Electric cars Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainability Green marketing New product adoption Netnography Digital insights Electric cars Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The new decade brings increasing concerns over climate change. Road transport is one of the largest contributors to emissions of greenhouse gases and apprehension is growing as to how the industry can reduces its carbon footprint. One solution is vehicles powered by electric motors. Electric cars, although becoming more popular are still regarded by many motorists as inadequate to meet their needs, while research has been conducted on the perceptions of electric cars there is less research on how they could be marketed to consumers. In the 2030 Ireland will ban new sales of petrol/diesel cars. This thesis aims to study an Irish online community of motorists to understand their views and motivations about electric cars and how these can help improve communication and facilitate adoption. Netnography was considered the most appropriate method of research. Results show that performance is the main consideration of the community, while four sub-themes linked to performance are also observed being sustainability, sentiment, price and self-image. Findings show that although sustainability is a concern for buyers performance attributes are more important in the buying consideration and that many consumers would not be willing to pay a premium for going green. Research suggests that the main focus should be on amplifying the performance qualities of the electric car rather than just emphasising the sustainable attributes. While a substantial section of consumers are unwilling to pay a premium for an electric car which is perceived as performing poorly. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-03-04T09:57:42Z 2020-01-31 2020 2020-01-31T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/29814 TID:202445496 |
url |
http://hdl.handle.net/10400.14/29814 |
identifier_str_mv |
TID:202445496 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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