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Potential early adopters of hybrid and electric vehicles in Spain – towards a customer profile

Potential early adopters of hybrid and electric vehicles in Spain – towards a customer profile

Higueras-Castillo, Elena, Molinillo, Sebastian, Coca-Stefaniak, J. Andres ORCID: 0000-0001-5711-519X and Liebana-Cabanillas, Francisco (2020) Potential early adopters of hybrid and electric vehicles in Spain – towards a customer profile. Sustainability, 12 (11):4345. ISSN 2071-1050 (Online) (doi:https://doi.org/10.3390/su12114345)

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Abstract

The adoption of electric vehicles (EVs) by consumers is regarded as a key strategic goal for the reduction in transport-related air pollution levels. Although sales of EVs continue to rise year on year, generally, the attainment of the strategic goals set by various governments for the adoption of EVs remain a distant target. The purpose of this study is to identify the customer profile of early adopters of EVs in Spain: one of Europe’s largest economies and yet the country with the lowest take up rate of EVs at present. The analysis presented here is based on an online survey of 404 potential consumers of EVs in Spain. A cluster analysis of the data was performed based on a set of three socio-demographic characteristics (gender, age, and income), one psychographic (green moral obligation - GMO) and two EV attributes (price and driving range). The results of this analysis showed that there exist two segments with respect to higher or lower customer intentions related to the adoption of EVs. These findings represent a theoretical contribution to current understanding of the customer profile of adopters of EVs and will contribute to the development of communication and retail strategies aimed at customers fitting the profile of early adopters of new technologies.

Item Type: Article
Additional Information: © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Uncontrolled Keywords: electric vehicles, early adopters, cluster analysis, segmentation, sustainable mobility
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Tourism Research Centre
Last Modified: 29 May 2020 20:46
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/28276

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