Petrolheads vs. Electroheads: Consumer Motivation for Purchasing Internal Combustion and Electric Vehicles

This bachelor thesis focuses on consumer decision-making when purchasing electric vehicles and internal combustion engine cars. The aim is to identify the differences in car selection between internal combustion engine enthusiasts and electric vehicle supporters in terms of motivation and symbolic meaning. The theoretical framework is based on concepts describing needs, motivational factors and conflicts, value systems, symbolic meaning, and vehicle attributes. Using qualitative research through semi-structured interviews and the “laddering” technique, the study compares the responses of owners of combustion engine vehicles and electric vehicles to uncover the values they pursue through specific vehicle attributes and the motives behind their purchase. The results suggest that supporters of electromobility base their decisions on a rational approach, driven by a vision of technological progress and sustainable thinking, which reflects their identity. Advocates of traditional cars also use their vehicles to express and extend their identity, but their choice is based more on emotional attachment to the car and the emotional experience of driving. The conclusion offers recommendations for car manufacturers, marketing departments, and all those interested in the motives associated with car purchases.