So, I am searching for barriers and motivations to the widespread of EV. All in an relational context.
If price negatively influences purchase intention, can WOM minimize that? Acting like an independent variable.
Environmental concern positively influences purchase intention, it may seem that WOM also influences it positively.
So I am looking for scales, and the majority deals with the customer giving it, but I am looking for a receiver that has it's behavior changed.
If someone can point me the right way.
Dear Nuno,
I am not sure I understand your question well; perhaps you'd like to check the work of John Axsen who has performed a number of EV trials / real experiments.
--> Jonn Axsen
Kind regards, Marija
Hi Marija
Sometimes you have it on your head and it looks good, and you try to translate it to words, it gets confusing.
So, if we have a new technology, like the Ev, and people are understandingly affraid. So how do we get them to adopt?, We can address the multiple barriers, with various actions, price we can combat with fiscal incentives, range anxiety we can minimize by making the consumer realize that most of their trips are within range, environmental concerns can be mitigated with explanations and info on the real impacts. Much of this work is done by either through informed
salesmen, or through the early adopters, that have the needed first hand information about the vehicle. So if I have consumer who says he would buy but the price is high, how can I measure the possible use of an external source of information that would mitigate that high price, making the consumer say, "yes the price is high but talking to a ev user made me realize that the cost of ownership really brings that price way down". The basis is that a relational kind of marketing is the way to make people adopt because of the aversion that people have of official ads, that really don't speak to them, but to a wide audience.
On your paper "The adoption of sustainable innovations: The role of instrumental, environmental, and symbolic attributes for earlier and later adopters", you describe the "Early majority" as "I am a type of person who is interested in innovative cars but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative car possesses. My decisions are (mainly) based on the recommendations of existing users", I believe we are presently here and I want to prove that the majority of people holding back the purchase can be swayed to purchase through a more H2H marketing.
Is it still confusing?
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