Analysis of car consumers’ needs: consumption model and preferences among internal combustion, hybrid and electric vehicles.

In recent years, the transition toward more sustainable forms of mobility has taken on a central role in political, economic, and environmental debates. In this context, the adoption of electric and hybrid vehicles represents a crucial challenge for the future of the automotive sector, especially in countries like Italy, where the diffusion process remains partial. This thesis aims to analyse the main factors that influence Italian consumers’ intention and behaviour regarding the use of low-emission vehicles, adopting a multidimensional approach that integrates theoretical models, empirical evidence, and practical implications. Starting from a critical review of the literature, the study reconstructs and simplifies the contributions offered by major technology acceptance models (such as UTAUT2), integrating them with dimensions related to user experience and environmental awareness. From this theoretical synthesis, an analytical model was developed based on four main constructs: Technology Appraisal, Socio-Environmental Influence, Consumer Experience Engagement, and Perceived Value. Each of these was linked, through research hypotheses, to the intention and behaviour of adopting electric or hybrid vehicles, also considering the moderating effects of sociodemographic variables (age, gender, residence, income, education level, and driving experience). The model was operationalized through a structured questionnaire, administered to a sample of 364 respondents selected to ensure representativeness comparable to ISTAT data for gender, age, and education level. The data collected were analysed using advanced statistical techniques: reliability analysis, analysis of variance (ANOVA), multiple regressions, and structural equation modelling (SEM). The results confirmed the validity of the proposed model, highlighting the central role of technological expectations and user experience in shaping adoption intention, as well as the significant influence of value-based factors and cost-benefit perceptions. Among the main contributions of the thesis is the identification of consumer profiles more inclined to adopt, such as younger individuals, urban residents, and those with higher technological familiarity, and the emergence of barriers related to habit, perceived complexity, and economic value. The practical implications of the research concern the possibility for companies, policymakers, and sector operators to design more effective strategies for communication, incentives, and user experience. Moreover, the thesis contributes to the debate on sustainable development, emphasizing that electric mobility must be accompanied by public policies, adequate infrastructure, and an evolution in consumer culture.