THE INVESTIGATION OF ATTITUDES TOWARDS ELECTRIC VEHICLES AMONG RUSSIAN CONSUMERS

Summary. The article presents the results of a study of Russians consumers attitudes in relation to electric vehicles (electric scooters). The study involved 513 people of various ages living in Moscow and the Moscow region. The aim of the study was to study the structure of consumer attitudes towards such an innovative product for the Russian market as an electric scooter. Hypothesis: the attitudes of Russian consumers towards the electric scooter as a high-tech and innovative product for the Russian market and to electric transport as a whole are in the process of formation. Research method: survey and cluster analysis. The questionnaire was based on the classical three-component model of the structure of the attitude, which includes cognitive, affective and behavioral components. The data obtained as a result of the survey were subjected to cluster analysis. As a result, three groups of respondents were identified: «promising» , «conservative» , «innovators» , and each of the consumer groups has characteristic features of the cognitive, affective and behavioral components of the attitude, of which only one, the smallest group (3.3% of respondents), is characterized by the presence of a pronounced positive attitude towards electric scooters. It is concluded that the formation of attitudes towards electric scooters as an innovative product is at an early stage according to the theory of diffusion of innovations. The research results contribute to the study of the psychological mechanisms of consumer behavior, and are also of practical importance for the promotion of innovative products on the Russian market.