Bryta normer och följa strömmen – samtidigt?

Detta är en Kandidat-uppsats från Göteborgs universitet / Institutionen för ekonomi och samhälle

Sammanfattning: This study refers to questions of rural accessibility, and to the sustainability profits of theimplementation of the electric car. Furthermore, it refers to the perceptions and experiences ofyoung women considering transport related norm impacts, and to geographical significance ofthese norms. To prevent further global warming, the usage of fossil fuels needs to decrease orbe phased out. The share of alternative fuel sources, such as electricity, must increase in theglobal vehicle fleet. The electric cars implementation abilities vary in different parts ofSweden. There is a need to better understand the factors that affect an individual’s willingnessof behavioural change – specifically towards acquiring an electric car. Hence, the purpose ofthis study has been to investigate the perceptions of young, highly educated women in ruralareas; related to their accessibility, current transportation norms and the impact an electric carmay have on their accessibility. To answer the questions and fulfil the purpose, a qualitativeapproach was conducted, where the main empiricism was collected through semi-structuredrespondent interviews.Sustainable mobility, accessibility and norm impacts have been central perspectives in thisthesis. Furthermore, people’s geographical lifestyles and the activity approach(aktivitetsansatsen) have also been used. Current literature within the area has a profoundurban bias and often forgets the perceptions of rural residents. From previous research I couldidentify a knowledge gap considering rural residents view of the electric car, what socialnorms they experience and how these particular norms may affect their transport behaviour.The results show that these women are living a geographically flexible lifestyle, and areexperiencing a strong sense of car dependency. The results show that they have no ability tochange their transportation behaviour without experiencing a severe, negative impact on theiraccessibility, economy or lifestyle. Furthermore, the results show that the women experiencean impact of norms; mainly through a strong sense of scepticism towards the electric car, butalso through an unwillingness to change their transport behaviour. The results indicate thatgeography plays a central role in the creation of norms, since the identified transport relatednorms differ between rural and urban areas.

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