PERCEIVED BRAND VALUE INFLUENCING THE DECISION TO PURCHASE ELECTRIC CARS

Abstract

Abstract— In the dynamic landscape of sustainable transportation, this study has sought to unravel the intricate relationship between perceived brand value and the decision-making process of Thai Generation Y consumers in the context of electric car purchases. The convergence of quantitative survey data and qualitative in-depth interviews has provided comprehensive insights, shedding light on the factors that significantly influence the preferences of this discerning demographic. The study unequivocally establishes the critical role of a positive brand image in shaping the decision-making process of Thai Generation Y consumers. Elements such as reputation, design aesthetics, and overall brand identity have emerged as pivotal factors, influencing attitudes and preferences toward electric cars. Technological innovation and environmental commitment have proven to be key drivers of perceived brand value. Factors like reliability, driving range, and the overall driving experience have been identified as critical influencers, shaping the perceived brand value associated with electric cars among Thai Generation Y. The recommendations provide actionable strategies for stakeholders to navigate the evolving preferences of Thai Generation Y consumers, fostering a positive environment for the successful integration of electric cars.