Awareness of electric vehicle users regarding sustainable consumption behavior: A qualitative research

The primary aim of this study is to examine in depth the influence of sustainability-related factors on the purchasing decisions of electric vehicle users and, within this context, to analyze their awareness of sustainable consumption in order to contribute to the brand's sustainability-oriented strategic directions. The research not only seeks to understand how users perceive the concept of sustainability but also aims to reveal how this perception plays a decisive role in their purchasing behavior. In doing so, the study also aims to understand how the brand's marketing strategies shape user perceptions and how these perceptions, in turn, influence marketing dynamics. This qualitative study was conducted using the criterion sampling method, one of the purposive sampling techniques (Merriam, 2013), and involved 20 participants selected from among users of the TOGG electric vehicle brand. A semi-structured interview form was used as the data collection tool. The interviews were conducted face-to-face, and open-ended questions were posed to the participants. The data were analyzed through content analysis, and the analysis process was carried out using the computer-assisted qualitative data analysis software MAXQDA. The results of the study indicate that there is a connection between sustainability awareness and the purchasing behavior of TOGG-branded electric vehicles. However, it was observed that the factor of being a domestic and national brand had a more dominant influence on purchasing behavior compared to environmental concerns. The preference for a local brand emerged as the most prominent reason in users' purchasing decisions, while factors such as environmental identity, economic accessibility, and technological features were considered as complementary elements influencing this preference.