Analysis of barriers to promotion of electric cars on Russian market
2018
Zhgulev, E., Saint-Petersburg State Agrarian Univ. (Russian Federation) | Bozhuk, S., Peter the Great St.Petersburg State Polytechnic Univ. (Russian Federation) | Evdokimov, K., Saint-Petersburg State Agrarian Univ. (Russian Federation) | Pletneva, N., Peter the Great St.Petersburg State Polytechnic Univ. (Russian Federation)
Automobile transport is traditionally considered to be one of the sources of environmental pollution. In Russia, this source of air pollution becomes the main one in big cities. The head of the Rospotrebnadzor (Federal Service for Supervision of Consumers Protection) Anna Popova states that according to the atmospheric air research 2011−2015 the main contribution to the pollution of big cities is not made by industry, but by road transport. The proportion of such pollution reaches 80 %. The significant factor in the development of such a trend is the growth of passenger transport fleet. Over the past decade the number of cars in Russia has almost doubled. According to the Ministry of Natural Resources, the use of environmentally friendly fuels does not save from the carbon monoxide emissions, only the use of electric vehicles and bicycles can principally help. The latter type of transport does not take hold in the majority of natural and climatic zones of Russia. The objective of the research is to identify the main factors that create obstacles to the spread of environmental innovations in the field of personal passenger road transport. The research is based on the competition theory by M. Porter, in particular the creation of barriers to market penetration and consumer behaviour theory. The following methods of market research are used: online survey of potential consumers at age of no more than 30 years, interviews with experts directly related to the car trade. The first target group for the study was chosen because the younger generation of car owners will promote the growth of the electric vehicle market in the next decade. The second research target group has the ability to track the current priorities of car buyers and is able to assess the commercial potential of electric vehicles.
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