How do companies decide? Emotional triggers and drivers of investment in natural gas and biogas vehicles

Management research recognizes that companies’ investment decisions are driven not only by objective techno-economic models but also by emotion. Alternative fuel vehicle (AFV) investments offer an appealing context in which to study this interaction in energy source decisions, as they are influenced by a diverse set of analytical and emotional elements ranging from fuel costs to environmental values. This study examines companies’ vehicle investment decision making in Finland and focuses on the interaction between objective facts and subjective feelings along with the process of choosing the vehicles’ energy source.