Reasons and impediments to the purchase of green vehicles and the influence of Corporate Social Responsibility

Abstract

In the last decades the environmental concern has been increasing. One of the measures being implemented is limiting the circulation of vehicles with higher gas emissions, in city centers, and at the same time raising awareness of the acquisition of green vehicles (electric, hybrids and plugins) as a form of reducing the ecological footprint.

This dissertation studies the behavior of the Portuguese consumer in the decision to buy green vehicles, focusing in particular on the understanding of the various reasons and impediments to the purchase of green vehicles and in the perception of the influence of corporate social responsibility. A qualitative study was developed using 5 focus groups held between May and October 2018. In these discussion groups participated 24 Portuguese adults aged 24 and 67. The results show that the economic-financial component and the technical and functional vehicles are relevant variables in the decision-making of the consumer, in the characteristics of green acquisition of green vehicles. The environmental benefits and the compatibility of the same with their beliefs / values are factors that tend to gain importance in the decision making of the consumer, as the new generation acquires purchasing power. The social norms and pressure as well as the CSR activities developed by the companies, namely by the producers and sellers of green vehicles do not influence the behavior of the consumer, in the acquisition of a green vehicle but the consumer manifests the desire to identify with a group of family and friends. The consumer who appreciates the new technologies is not more likely to buy a green vehicle given the price of them. Finally, measures are suggested to promote the consumption of this type of vehicles, with less environmental impact.