Abstract
The paper analyzes particular aspects of a competitive economy based on low carbon emissions, which requires a fundamental change in consumer behavior, by focusing mainly on green acquisitions. The article contributes to the literature by the novelty of the researched problem: identification and analysis of the attitude and behavior of Romanian students regarding the electric vehicles acquisition. Thus, a quantitative marketing research was conducted, using a sample of 1221 students from 11 Romanian university centers. Also, the paper includes an overview regarding the costs and financial benefits provided by the Romanian Government to the electric vehicles owners, such as acquisition price reductions or tax reductions. The research results show that only half of the students are familiar with the concept of green consumption, and 37.8% of them are interested in buying an electric vehicle, the main reason being the fuel consumption. The authors recommend to the state’s institutions to develop special programs, by offering attractive facilities to the young people with higher education, as potential buyers, for the purchase of electric vehicles, this way diminishing the barrier effect generated by the high price. The academic environment should initiate research, both at the micro and macroeconomic level, to quantify the economic-social implications of green acquisitions in general and electric vehicles in particular.
Highlights
In the context of the climate change we are currently facing, an important objective of the European Union (EU) is to reduce greenhouse gas emissions by at least 40% by 2030, compared to 1990 [1]
Given the current challenges related to the protection and conservation of the environment in order to create a sustainable model of production and consumption for the society, the degree to which students are aware of issues related to green consumption was measured
The results presented in the chart below show that females would buy an electric vehicle due to the financial aspects in a higher proportion than the males
Summary
In the context of the climate change we are currently facing, an important objective of the European Union (EU) is to reduce greenhouse gas emissions by at least 40% by 2030, compared to 1990 [1]. Achieving a competitive economy based on low carbon emissions requires a fundamental change in consumer behavior, mainly focusing on green acquisition. In the opinion of many specialists, this behavioral change can be achieved through the transition to electric vehicles [3]. This is a necessity both because of the very high CO2 emissions and air pollution, and the high consumption of fossil fuels [4]. Consumers in emerging markets tend to have sustainable behavior, being concerned about environmental conservation [5]
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