FACTORS INFLUENCING GENERATION Y CONSUMERS' MOTIVATION TO BUY ELECTRIC CARS

Abstract

Abstract—The purpose of this research is to study marketing factors, government policy factors and environmental awareness factors affecting the motivation to buy electric cars of Generation Y people in Bangkok and its vicinity. The sample used in the research was the consumers of Generation Y in Bangkok and its vicinity, totaling 300 people, using a questionnaire as a data collection tool. Statistics used in data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the analysis showed that the sample group had opinions on marketing factors, government policy factors and environmental awareness factors that affect motivation to buy electric cars were all at high level. In addition, the hypothesis testing by using multiple regression analysis were found that the marketing factors in term of products, prices, distribution channels, as well as government policy factors and environmental awareness factors affected the motivation to buy electric cars of Generation Y consumers in Bangkok and its vicinity at statistical significance level of .01. While marketing mix factor in term of marketing promotion did not affect the motivation to buy electric cars of consumers in Generation Y in Bangkok and its vicinity.