Decision Making and Consumer Behaviour Towards Electromobility in the Czech Republic

Objectives: This study evaluates consumer attitudes toward different electrified vehicle variants compared to internal combustion engine vehicles, considering economic, environmental, and user-related decision criteria.Theoretical Framework:The study applies multi-criteria decision-making (MCDM) approaches, particularly the PROMETHEE method, to understand consumer preferences and the role of behavioral factors in electromobility adoption.Method:A quantitative research approach was employed, collecting data through a structured online questionnaire survey (N=1000). Respondents' preferences were analyzed using PROMETHEE ranking algorithms to assess their evaluations of electric, hybrid, and combustion vehicles. Results and Discussion: The findings indicate that economic criteria, including purchase price and operating costs, play the most significant role in vehicle selection. Internal combustion engine vehicles received the highest preference, followed by MHEVs, BEVs, and PHEVs. Driving frequency and prior experience with electric vehicles significantly impact consumer attitudes, with more exposure leading to a more favorable view of electrified options.Research Implications:The study highlights the need for targeted marketing strategies that emphasize economic benefits and practical advantages of electric vehicles. Strategies such as test drives and consumer education may help shift preferences toward electromobility. Originality/Value:This research contributes to understanding consumer decision-making in emerging electromobility markets, offering insights for policymakers and automotive firms to design better incentives and marketing campaigns. The paper discusses one of the essential sustainability activities in the automotive industry, namely the production and sale of electric vehicles. Car makers are trying to meet this challenge but are facing consumer disinterest in these products. Researchers are racing to come up with suitable communication tools for electromobility, but the starting point is consumer behaviour and influences on the decision to buy an electric vehicle. Based on the data coming from the conducted survey, the preferences of various groups of drivers are explored, and the most suitable car type for them is assigned. The paper compares the results of the decision analysis with the intuitive evaluation obtained directly from drivers. The study results showed that for consumers deciding between an internal combustion engine car or an electric car, the purchase price of the car is still an important decision criterion.