TÜKETİCİLERİN ELEKTRİKLİ ARAÇ TERCİHLERİ: LİTERATÜR TARAMASI VE TÜRKİYE’DE TANITIMINA YÖNELİK ÖNERİLER

Year 2018, , 246 - 260, 20.12.2018

Bilge Karamehmet , Esma Morgül

https://doi.org/10.17498/kdeniz.425914

Cited By: 5

Abstract

Elektrikli
otomobillerin geleceğin teknolojisi olduğu bir gerçektir. Hem verimlilik
açısından hem de fayda açısından tüketicilerin yakın bir gelecekte tercih
edecekleri otomobil türleri arasında yer alacağı tahmin edilmektedir. Sürücüsüz
otomobil teknolojisi ile birlikte piyasaya sürülen araçların geleceğinin olduğu
bilinmektedir. Hatta yakın gelecekte Almanya 2030 yılında, Hollanda ve Norveç
2025 yılında, Fransa ve İngiltere ise 2040 yılında benzinli ve dizel araç
satışlarının yasaklanacağını resmen duyurmuşlardır. Böyle bir piyasada
elektrikli araçların araştırılması ihtiyacı doğmuştur. Türkiye’de üretimi için
talimat verilen ve yaygınlaşması beklenen elektrikli araçların tercih sebepleri
ile ilgili daha önce yapılmış olan araştırma sonuçlarından faydalanarak
öneriler getirilmiştir. Bu kapsamda Dünyada ve Türkiye’de elektrikli araçlar ve
türleri ile ilgili yapılmış olan, erişilebilen tüm çalışmalar
değerlendirilmiştir. Elektrikli otomobil tercihlerinde kültürel farklılıkların,
çevresel faktörlerin, ekonomik ve sosyal faktörlerin etkilerinin olacağı
düşünülmektedir. Elektrikli araçlar konusunda yapılacaklar listesinin başında
öncelikle tüketicilerin bilgilendirilmesi gerektiği sonucuna varılmıştır.
Yapılan araştırmalar da göz önüne alındığında; bilgilendirmenin detaylı şekilde
yapılması gerektiği, elektrikli araçların türleri ve kullanım şekillerinin
detaylı şekilde tüketicilere aktarılması gerektiği sonucuna varılmıştır. Ayrıca
elektrikli araçların tüketiciler tarafından tercih edilmesi için var olan
alışkanlıklarının yanında ek fayda sağlanması; şarj süresi, şarj istasyonu
sayısının azlığı gibi olumsuz etkenlerin öncelikli olarak çözülmesi
gerekmektedir. Elektrikli araçların tanıtım faaliyetlerinde maliyet avantajı
konusu üzerinde özellikle durulması gerekmektedir.  Aynı zamanda tanıtım faaliyetleri kapsamında
çevre bilincinin aktarılması gerekmektedir. Bir diğer taraftan bakıldığında bu
öneriler ışığında otomobil markalarının üretim bandının genişletilmesi ve pazarlama
planlarına elektrikli araçları da eklemesi gerekmektedir. Tüketicilerin tercihlerinin
ne yönde olacağını anlama hususunda geniş çaplı ampirik çalışmaların yapılması
önerilmektedir. Bu sayede kültürel farklılıkların belirlenmesi ve çevre
konusundaki hassasiyetin ve en önemlisi de elektrikli araç farkındalığının
yaratılması öngörülmektedir.

Keywords

elektrikli araçlar, pazarlama, tüketici tercihleri, yeşil pazarlama, sürdürülebilirlik

CONSUMER PREFERENCES FOR ELECTRIC VEHICLES: LITERATURE REVIEW AND SUGGESTIONS FOR PROMOTION

Abstract

Electric
vehicles become a widespread technology all over the world and they are
expected to be one of the popular technologies in near future.  Consumers will prefer electric vehicles not
only an ecological option among automobiles, but they also provide very good
performance and fuel cost efficiency. Some of the Europe countries such as
Germany, Netherland, Norway, France and England intend to prohibit gasoline and
diesel fuels until 2040. In spite of this growing market, there is a lack of
research has been done in this area. This study provides a comprehensive
literature review on the basis of international and national researches, and
suggestions according to these researches for the purpose of promoting electric
vehicles in Turkey. Cultural differences, environmental concerns, and
socio-economic factors might be effective on consumer preferences about
electric vehicles. Furthermore, knowledge level of consumers is still so low;
especially the issues related to usage and technical differences between electric
vehicle types. According to the past studies, awareness and knowledge are the
most urgent problems that need to be solved with some promotion tools.
Infrastructural facilities such as charging stations also need to be increased
in number and performance. Promotion activities should focus on spreading
environmental awareness and cost efficiency. Beside that, automobile brands
should provide more electric vehicle options and add these options to their
marketing strategies. This study suggests that empirical studies about
understanding consumer preferences needs to be widen for determining the
cultural differences and raising awareness about environmental concerns, and as
the most important consequence; spreading the awareness of electric vehicles.

Keywords

electric vehicles, marketing, consumer preferences, green marketing, sustainability

ПРЕДПОЧТЕНИЯ ПОТРЕБИТЕЛЕЙ ЭЛЕКТРИЧЕСКИХ ТРАНСПОРТНЫХ СРЕДСТВ: СКРИНИНГ ЛИТЕРАТУРЫ И ПРЕДЛОЖЕНИЯ ПО ВВЕДЕНИЮ В ТУРЦИИ.

Abstract

Это факт, что Электрические
автомобили - это технология будущего. С точки зрения эффективности и
полезности, считается, что в ближайшем будущем среди других типов
автомобилей  потребители будут выберать
Электрические автомобили. Хорошо известно, что автомобили, которые выходят на
рынок вместе с автомобильными технологиями без водителя, - это будущее. Даже в
ближайшем будущем Германия 2030, Нидерланды и Норвегия в 2025 году, Франция и
Великобритания в 2040 году, продажи машин с бензином и дизельных автомобилей
будут официально запрещены. На таком рынке возникла необходимость поиска
электромобилей. Данные инструкции по производству в Турции, предложения были
сделаны с использованием результатов предыдущих исследований о причинах выбора
электромобилей, которые, как ожидается, станут широко распространенными. Все
исследования, которые были сделаны в отношении электрических транспортных
средств в мире и Турция обрабатываются. На предпочтения электромобилей будут
влиять культурные различия, факторы окружающей среды, экономические и
социальные факторы. Прежде всего, потребители должны быть проинформированы.
Учитывая сделанные исследования, информация должна быть выполнена в деталях.
Типы и схемы использования электрических транспортных средств должны быть
подробно переданы потребителям. Кроме того, для того, чтобы электромобили были
предпочтительнее потребителями, необходимо предусмотреть другие дополнительные
преимущества, а также существующие привычки, например время зарядки, количество
зарядных станций и т. д., должны быть решены в первую очередь. Необходимо
сосредоточиться на преимуществах затрат, особенно в рекламных акциях
электромобилей. В то же время экологическая осведомленность должна быть
передана в контексте рекламной деятельности. С другой стороны, в свете этих
предложений необходимо расширить производственную группу автомобильных брендов
и добавить электромобили в свои маркетинговые планы. Предлагается провести
обширные эмпирические исследования о том, как понимать предпочтения
потребителей. Предусматривается, что будут определены культурные различия и
будет обеспечена чувствительность окружающей среды, и, что наиболее важно, будет
создано понимание электрических транспортных средств.

Keywords

электромобили, маркетинг, потребительские, предпочтения

References

• Al-Alawi, B. M., & Bradley, T. H. (2013). Review of hybrid, plug-in hybrid, and electric vehicle market modeling Studies. Renewable and Sustainable Energy Reviews, 21, 190–203. https://doi.org/10.1016/j.rser.2012.12.048
• Axsen, J., Mountain, D. C., & Jaccard, M. (2009). Combining stated and revealed choice research to simulate the neighbor effect: The case of hybrid-electric vehicles. Resource and Energy Economics, 31(3), 221–238. https://doi.org/10.1016/j.reseneeco.2009.02.001
• Axsen, J., TyreeHageman, J., & Lentz, A. (2012). Lifestyle practices and pro-environmental technology. Ecological Economics, 82, 64–74.
• Barbarossa, C., Beckmann, S. C., De Pelsmacker, P., Moons, I., & Gwozdz, W. (2015). A self-identity based model of electric car adoption intention: Across-cultural comparative study. Journal of Environmental Psychology, 42, 149–160. https://doi.org/10.1016/j.jenvp.2015.04.001
• Burgess, M., King, N., Harris, M., & Lewis, E. (2013). Electric vehicle drivers’ reported interactions with the public: Driving stereotype change? Transportation Research Part F: Traffic Psychology and Behaviour, 17, 33–44. https://doi.org/10.1016/j.trf.2012.09.003
• Caperello, N. D., & Kurani, K. S. (2012). Households’ Stories of Their Encounters With a Plug-In Hybrid Electric Vehicle. Environment and Behavior, 44(4), 493–508. https://doi.org/10.1177/0013916511402057
• Carley, S., Krause, R. M., Lane, B. W., & Graham, J. D. (2013). Intent to purchase a plug-in electric vehicle: A survey of early impressions in large US cites. Transportation Research Part D: Transport and Environment, 18(1), 39–45. https://doi.org/10.1016/j.trd.2012.09.007
• Clean Energy Ministerial. (2017). EV30@30 Campaign. Beijing. 19.05.2018 Tarihinde, http://www.iea.org/media/topics/transport/3030CampaignDocumentFinal.pdf adresinden erişildi.
• Deloitte. (2014). Automotive Consumer Study 2014 Exploring consumers’ mobility choices and transportation decisions. 19.05.2018 Tarihinde, https://www2.deloitte.com/tr/en/pages/manufacturing/articles/automotive-consumer-study-2014.html adresinden erişildi.
• East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications in marketing (3. baskı). Sage.
• Egbue, O., & Long, S. (2012). Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions. Energy Policy, 48(2012), 717–729. https://doi.org/10.1016/j.enpol.2012.06.009
• Erdem, C., Şentürk, I., & Şimşek, T. (2010). Identifying the factors affecting the willingness to pay for fuel-efficient vehicles in Turkey: A case of hybrids. Energy Policy. https://doi.org/10.1016/j.enpol.2010.01.043
• Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). Household energy use: Applying behavioural economics to understand consumer decision-making and behaviour. Renewable and Sustainable Energy Reviews, 41, 1385–1394. https://doi.org/10.1016/j.rser.2014.09.026
• Gadenne, D., Sharma, B., Kerr, D., & Smith, T. (2011). The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours. Energy Policy, 39(12), 7684–7694. https://doi.org/10.1016/j.enpol.2011.09.002
• Graham-Rowe, E., Gardner, B., Abraham, C., Skippon, S., Dittmar, H., Hutchins, R., & Stannard, J. (2012). Mainstream consumers driving plug-in battery-electric and plug-in hybrid electric cars: A qualitative analysis of responses and evaluations. Transportation Research Part A: Policy and Practice, 46(1), 140–153. https://doi.org/10.1016/j.tra.2011.09.008
• Guo, Q., Wang, Y., Sun, H., Li, Z., Xin, S., & Zhang, B. (2012). Factor analysis of the aggregated electric vehicle load based on data mining. Energies, 5(6), 2053–2070. https://doi.org/10.3390/en5062053
• Gyimesi, K., & Viswanathan, R. (2011). The Shift to Electric Vehicles: Putting Consumers in the Driver’s Seat.
• Hackbarth, A., & Madlener, R. (2016). Willingness to pay for alternative fuel vehicle characteristics: A stated choice study for Germany. Transportation Research Part A: Policy and Practice, 85, 89–111.
• Helveston, J. P., Liu, Y., Feit, E. M., Fuchs, E., Klampfl, E., & Michalek, J. J. (2015). Will subsidies drive electric vehicle adoption? Measuring consumer preferences in the US and China. Transportation Research Part A: Policy and Practice, 73, 96–112.
• Jansson, J., Nordlund, A., & Westin, K. (2017). Examining drivers of sustainable consumption: The influence of norms and opinion leadership on electric vehicle adoption in Sweden. Journal of Cleaner Production, 154, 176–187. https://doi.org/10.1016/j.jclepro.2017.03.186
• Jensen, A. F., Cherchi, E., & Mabit, S. L. (2013). On the stability of preferences and attitudes before and after experiencing an electric vehicle. Transportation Research Part D: Transport and Environment, 25, 24–32.
• Jin, L., & Slowik, P. (2017). Literature review of electric vehicle consumer awareness and outreach activities.
• Kahneman, D., & Tversky, A. (1979). Prospect Theory : An Analysis of Decision under Risk. Econometrica, 47(2), 263–292. https://doi.org/10.2307/1914185
• Kerem, A. (2014). Elektrikli Araç Teknolojisnin Gelişimi ve Gelecek Beklentileri. Mehmet Akif Ersoy Üniversitesi Fen Bilimleri Enstitüsü Dergisi, 5(1), 1–13.
• Kim, J., Rasouli, S., & Timmermans, H. (2014). Expanding scope of hybrid choice models allowing for mixture of social influences and latent attitudes: Application to intended purchase of electric cars. Transportation Research Part A: Policy and Practice, 69, 71–85. https://doi.org/10.1016/j.tra.2014.08.016
• KPMG. (2015). Türkiye Otomotiv Sektöründe Yeni Stratejik Yatırım Hedefleri.
• KPMG. (2016). Türkiye Otomotiv Yöneticileri Araştırması.
• Krause, R. M., Lane, B. W., Carley, S., & Graham, J. D. (2016). Assessing demand by urban consumers for plug-in electric vehicles under future cost and technological scenarios. International Journal of Sustainable Transportation, 10(8), 742–751. https://doi.org/10.1080/15568318.2016.1148213
• Krupa, J. S., Rizzo, D. M., Eppstein, M. J., Brad Lanute, D., Gaalema, D. E., Lakkaraju, K., & Warrender, C. E. (2014). Analysis of a consumer survey on plug-in hybrid electric vehicles. Transportation Research Part A: Policy and Practice, 64, 14–31. https://doi.org/10.1016/j.tra.2014.02.019
• Lane, B., & Potter, S. (2007). The adoption of cleaner vehicles in the UK: exploring the consumer attitude-action gap. Journal of Cleaner Production, 15(11–12), 1085–1092. https://doi.org/10.1016/j.jclepro.2006.05.026
• Liao, F., Molin, E., & van Wee, B. (2017). Consumer preferences for electric vehicles: a literature review. Transport Reviews, 37(3), 252–275. https://doi.org/10.1080/01441647.2016.1230794
• Lieven, T., Mühlmeier, S., Henkel, S., & Waller, J. F. (2011). Who will buy electric cars? An empirical study in Germany. Transportation Research Part D: Transport and Environment, 16(3), 236–243. https://doi.org/10.1016/j.trd.2010.12.001
• Mau, P., Eyzaguirre, J., Jaccard, M., Collins-Dodd, C., & Tiedemann, K. (2008). The “neighbor effect”: Simulating dynamics in consumer preferences for new vehicle technologies. Ecological Economics, 68(1–2), 504–516. https://doi.org/10.1016/j.ecolecon.2008.05.007
• Moons, I., & de Pelsmacker, P. (2015). Self-Brand Personality Differences and Attitudes towards Electric Cars. Sustainability, 7(9), 12322–12339. https://doi.org/10.3390/su70912322
• Noppers, E. H., Keizer, K., Bolderdijk, J. W., & Steg, L. (2014). The adoption of sustainable innovations: Driven by symbolic and environmental motives. Global Environmental Change, 25(1), 52–62. https://doi.org/10.1016/j.gloenvcha.2014.01.012
• Otomobil Distribütörleri Derneği. (2017). Otomobil ve Hafif Ticari Araç Pazarı (C. 90). 19.05.2018 Tarihinde, http://www.odd.org.tr/folders/2837/categorial1docs/1937/Sekt%C3%B6rel%20De%C4%9Ferlendirme%20A%C4%9Fustos%202017.pdf adresinden erişildi.
• Peters, A., & Dütschke, E. (2014). How do Consumers Perceive Electric Vehicles? A Comparison of German Consumer Groups. Journal of Environmental Policy and Planning, 16(3), 359–377. https://doi.org/10.1080/1523908X.2013.879037
• Rezvani, Z., Jansson, J., & Bodin, J. (2015). Advances in consumer electric vehicle adoption research: A review and research agenda. Transportation Research Part D: Transport and Environment, 34, 122–136. https://doi.org/10.1016/j.trd.2014.10.010
• Sardohan, A. (2017). "Hidrojene Tam 10.7 Milyar Dolarlık Yatırım Geliyor". 19.05.2018 Tarihinde, https://tr.motor1.com/news/133948/hidrojene-yatirim-geliyor/ adresinden erişildi.
• Schuitema, G., Anable, J., Skippon, S., & Kinnear, N. (2013). The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles. Transportation Research Part A: Policy and Practice, 48, 39–49. https://doi.org/10.1016/j.tra.2012.10.004
• Siebert, L. C., Sbicca, A., Aoki, A. R., & Lambert-Torres, G. (2017). A behavioral economics approach to residential electricity consumption. Energies, 10(6). https://doi.org/10.3390/en10060768
• Skippon, S., & Garwood, M. (2011). Responses to battery electric vehicles: UK consumer attitudes and attributions of symbolic meaning following direct experience to reduce psychological distance. Transportation Research Part D: Transport and Environment, 16(7), 525–531. https://doi.org/10.1016/j.trd.2011.05.005
• Smith, B., Olaru, D., Jabeen, F., & Greaves, S. (2017). Electric vehicles adoption: Environmental enthusiast bias in discrete choice models. Transportation Research Part D: Transport and Environment. https://doi.org/10.1016/j.trd.2017.01.008
• Tanaka, M., Ida, T., Murakami, K., & Friedman, L. (2014). Consumers’ willingness to pay for alternative fuel vehicles: A comparative discrete choice analysis between the US and Japan. Transportation Research Part A: Policy and Practice, 70, 194–209. https://doi.org/10.1016/j.tra.2014.10.019
• TEHAD. (2017). "Hibrid otomobil satışı 4.3 kat arttı". 19.05.2018 Tarihinde, http://tehad.org/2017/07/08/hibrid-otomobil-satisi-43-kat-artti/ adresinden erişildi.Toyota. (y.y.-a). "Hibrit Nedir?". 19.05.2018 Tarihinde, https://www.toyota.com.tr/hybrid-innovation/what-is-hybrid.json adresinden erişildi.
• Toyota. (y.y.-b). "Prius, Bir Hibrit İkonu. Yeniden". 19.05.2018 Tarihinde, https://www.toyota.com.tr/new-cars/prius/index.json adresinden erişildi.
• Uluslararası Enerji Ajansı. (2017). Global EV Outlook 2017: Two million and counting. IEA Publications. https://doi.org/10.1787/9789264278882-en
• Uzel, E. (2015). Araç Kullananların Temel Güdülerinin Elektrikli Araç Satın Alma Niyetine Etkisi: İstanbul’da Araç Kullananlar Üzerine Kantitatif Bir Çalışma. 20. Ulusal Pazarlama Kongresi (ss. 365–376). Eskisehir: Anadolu University.
• Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, 43(1), 123–143. https://doi.org/10.1007/s11116-014-9567-9
• White, L. V., & Sintov, N. D. (2017). You are what you drive: Environmentalist and social innovator symbolism drives electric vehicle adoption intentions. Transportation Research Part A: Policy and Practice, 99, 94–113. https://doi.org/10.1016/j.tra.2017.03.008
• Zhang, Y., Yu, Y., & Zou, B. (2011). Analyzing public awareness and acceptance of alternative fuel vehicles in China: The case of EV. Energy Policy, 39(11), 7015–7024. https://doi.org/10.1016/j.enpol.2011.07.055
• Ziegler, A. (2012). Individual characteristics and stated preferences for alternative energy sources and propulsion technologies in vehicles: A discrete choice analysis for Germany. Transportation Research Part A: Policy and Practice, 46(8), 1372–1385. https://doi.org/10.1016/j.tra.2012.05.016