The Authors provide a segmentation of the Italian market of full electric vehicles based on the attractiveness exerted on individuals by specific product characteristics. The k-means clustering algorithm, based on data collected by questionnaire from 8,423 individuals, has been applied to classify respondents. Four market segments have been found. Results of the study offer useful information both for industry players, in order to improve their marketing strategies, and for policy makers to design effective pro- grams to endorse a more conscious mobility behavior in the society. They also provide a further insight to the limited managerial literature specifically devoted to pure electric vehicles and contribute to the scarce body of knowledge about Italians’ attitudes toward ecological products due to the slight research activity undertaken on this theme at the country level.
Keywords: Market segmentation, Cluster analysis, Electric vehicles, Italy, Green marketing.