Organizational buying behavior regarding electric vehicles in Sweden
Year: 2013
Type: dissertation
Abstract: The Purpose with this thesis was to create a better understanding of organizational buying behavior regarding electric vehicles (EVs) in Sweden. Organizational buying behavior is a well investigated subject and by many authors seen as a key to success. Electric vehicles are by many seen as superior from an environmental perspective and are by some referred to as the cars of the future. Due to political pressure, changing demands and an increased focus on a sustainable development, the auto industry has invested considerable resources into the development of such cars. However, the market’s response has been below industry expectations where a better understanding of existing and potential customers’ buying behavior is desirable. In order to create this understanding, the following three research questions have been investigated: “How can the organizational buying center when purchasing EVs in Sweden be described?” “How can the organizational buying process when purchasing EVs in Sweden be described?” How can the selection criteria for organizations when purchasing EVs in Sweden be described? A frame of reference has been developed with a foundation in recognized conceptualizations and models about buying processes, buying centers and selection criteria. The theoretical frame of reference has thereafter been tested empirically by conducting interviews for the two first research questions which thereafter served as foundation for a questionnaire with 181 respondents for the third question. Consequently, this thesis combines a case strategy and a survey strategy for investigating the research questions. The results indicate that the buying process for the respondent companies to a high degree aligns with theory, where some steps and aspects align more than others. Regarding the buying center, all roles could be identified in the reality but differs in some aspects. Findings in this thesis also describe the distribution of internal power and external influences regarding purchases of electric vehicles in Sweden. The conclusions show that environmental concern, closely followed by marketing possibilities is the main reasons for purchasing electric vehicles today. However, the conclusions also show that the EVs price, range and charging properties are large problems.
Language: English
Subfield: Electrical and Electronic Engineering
Field: Engineering
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W2804041101