The Butterfly effect in the consumption of electric and hybrid cars: between utilitarianism and environmental awareness

In this study, we conducted an investigation aimed at understanding the consumption of hybrid or electric vehicles from utilitarian or substantive aspects. Employing a qualitative and exploratory approach grounded in culture and consumption studies, we adopted netnography as the method for data collection and analysis (Kozinets, 2006; 2019). Our focus was directed towards participation in an online community of electric car consumers, as well as the analysis of interactive chats and comments on online videos about hybrid cars. Surprisingly, our findings revealed that many consumers embark on their journey motivated by the financial benefits of electric cars, drawn by the promise of savings. However, over time, we identified an intriguing phenomenon that we termed the "butterfly effect": as consumers engage more deeply in the consumption experience and interact within the online community, there is a significant increase in environmental awareness. This finding suggests that sustainable automobile consumption transcends purely utilitarian considerations, incorporating values and environmental concerns. Interaction within the online community emerges as a crucial factor in this process, serving as a catalyst for a shift in perspective towards vehicle consumption. The exchange of information, experiences, and perspectives within this virtual environment appears to stimulate deeper reflection on the environmental ramifications of their consumption choices. Thus, this study offers significant insights into the dynamics of consumer behavior regarding sustainable vehicles, highlighting the importance of online interactions in promoting environmental awareness and the adoption of more sustainable consumption practices. Furthermore, it underscores the need for a more holistic approach to understanding consumer motivations and decision-making processes in this evolving landscape.