engleski

The analysis of electric car purchasing intentions: an empirical research in Croatia

The aim of this paper is to analyze the influence of brand and ecological awareness on electric car purchasing intentions and to determine whether there are differences in ecological awareness and brand importance according to the different consumers’ characteristics. Correlation analysis shows strong correlation between brand and ecological awareness in the process of purchasing the electric car in Croatia. Therefore, if customer has the higher level of ecological awareness then the car brand will have more impact on electric car purchasing process. On the other side, the regression analysis concluded that none of independent variables are significant for the customer when purchasing an electric car. That means neither brand nor ecological awareness has a significant impact on the customer when purchasing an electric car in Croatia. Considering that the research sample was relatively small, results of this research can be viewed only as an indicative. Recommendations for future researches should include the price, risk and value as variables, since it could potentially be the crucial aspect in electric car purchase decision making.

ecological awareness, brand influence, purchasing intention, electric car

nije evidentirano