Why We Buy an Electric VehicleExploring Different Perceptions of Sustainability And How it Affects the Consumer Behavior - A Research for Electric Vehicles Marketing in Sweden, Germany, United Emirates, and Saudi Arabia

Sammanfattning: Research questions                How do different cultural perceptions of sustainability affect the consumer behavior towards EVs? Purpose:                                         To inductively explore some different perceptions of sustainability in comparison between Sweden, Germany, United Emirates, and Saudi Arabia, as well as to investigate how these perceptions influence consumer behavior towards the EV industry with Tesla leading the way. Method:                                           This research was conducted with an exploratory qualitative approach. The empirical data was obtained through online interviewing using WhatsApp. Findings were thematically analyzed.  Conclusion:                                 The focus of this exploratory study is to gain a deeper knowledge and understanding the different perceptions of sustainability and investigate the factors behind the related consumer behavior to be taken into consideration when perceiving sustainability development in business. The comparison between Sweden, Germany, United Emirates, and Saudi Arabia sheds light on how these differences contribute to a better understanding for the EV marketing in general and Tesla in particular.