Cracking the consumer code of “why they buy” has long been the old grail of marketers. When it comes to more sustainable choices, marketers of green products often focused on performativity and sustainability product benefits, relying on rational arguments of product competency and moral superiority over conventional marketplace options (e.g., Schaefer and Crane 2005). However, consumers buy for a plethora of reasons. Some buy for identity needs, while others satisfice in the face of resources, both personal financial and market-driven. Reasonable access to sustainable market offerings, supporting infrastructure and consumption community support also effect greener consumer behavior. Faced with impending global warming, it is incumbent on marketing scholars to investigate efforts to engage in more sustainable consumption and see how different actors interact to co-constitute the market, and where disruptive innovation in face of mature, ingrained markets provides significant challenges to sustainable personal mobility. Ethnographic and secondary source content analysis will be used to address the main research question: How do market forces interact with consumer behavior in the service of more sustainable personal mobility, i.e., electric vehicles in Australia?