Motivações e percepções de consumidores sobre veículos híbridos e elétricos: um estudo na região de Campinas/sp

Abstract

This study aims to analyze the purchase motivations of consumers of hybrid and electric vehicles in the Campinas/SP region. A qualitative approach with an exploratory and interpretive character was adopted, grounded in theoretical frameworks from marketing, consumer anthropology, and sustainability studies. Data collection was conducted through semi-structured interviews with owners of these vehicles. In the specialized literature, electromobility is often associated with attributes of environmental sustainability. However, the results indicate that, in the context investigated, purchase decisions are predominantly driven by economic factors related to cost–benefit considerations, while technological attributes play a complementary role. Environmental sustainability proved to be secondary, being mobilized instrumentally within economic evaluations. The findings highlight a mismatch between green marketing discourses and the motivations effectively activated in consumer behavior within the field of electromobility.