The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles (original) (raw)
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We propose a model to assess the effects of green self-identity, care for the environment, and green moral obligation, on the intention to use electric cars, and we explore the moderating role of personal values on the influence of the antecedents of consumer intentions. The model is empirically validated in a sample of 600 Belgian car drivers. Green self-identity has an effect on electric car usage intention, both directly and indirectly through the development of environmental concern and green moral obligation. These effects are moderated by consumers‟ personal values. The more people adhere to self-enhancement values, the stronger the direct effect of green self-identity, and the weaker the indirect effect through environmental concern and green moral obligation. The more important people find conservation values, the lower the direct effect of green self-identity, the higher the indirect effect through environmental concern, and the lower the indirect effect through green moral...
Transportation Research Part A: Policy and Practice, 2016
Uptake of electric vehicles (EVs) by consumers could reduce CO 2 emissions from light duty road transport, but little is known about how mass-market consumer drivers will respond to them. Self-Congruity theory proposes that products are preferred whose symbolic meanings are congruent with personal identity. Further, Construal Level theory suggests that only those who are psychologically close to a new product category through direct experience with it can make concrete construals related to their lifestyles; most drivers lack this for EVs. For instance, potential performance benefits of EVs might offset range limitations for consumers who have such direct experience. The effect of direct experience was tested in a randomised controlled trial with 393 mass-market consumer drivers. An experimental group were given direct experience of a modern battery electric vehicle (BEV), and a control group an equivalent conventional car. Despite rating the performance of the BEV more highly than that of the conventional car, willingness to consider a BEV declined after experience, particularly if the range of the BEV considered was short. The participants willing to consider a short-range BEV were those high in self-congruity, for whom the BEV could act as a strong symbol of personal identity.
International Journal of Social Service and Research
The issue of environmental damage often arises in recent years, as a result of continuous and uncontrolled emission of harmful atmospheric pollutants. through various human activities. The consumption of fossil fuels by industry as well as the transportation system is considered to be the main reason, from which several studies have paid considerable attention to the pollution caused by vehicles. As indicated by the statistics of the International Energy Agency (IEA), a recent estimate of the number of one million vehicles used worldwide, with daily consumption of about 60 million barrels per day (nearly 70% of total oil production); nearly 36 million barrels of daily oil consumption is attributed to private vehicles, which cause the emission of 14 million tons of carbon dioxide. As a result, the replacement of conventional vehicles with renewable energy vehicles can be considered as a promising solution. In this regard, electric vehicles are expected to reduce negative effects on t...
Personal Values, Green Self-identity and Electric Car Adoption
Ecological Economics, 2017
Personal values, green self-identity and ethical motives have been widely studied as important, but mostly separate, predictors of pro-environmental behaviors. Scholars call for more research on the combined effects of these variables, to explain pro-environmental behavior. In this regard, this study presents a model of electric car adoption intention, in which personal values determine green self-identity, which in turn influences consumer intention to adopt electric cars directly and also indirectly via ethical motives of ecological care and moral obligation. Second, this work explores how personal values moderate the relationships between green self-identity, ecological care, moral obligation and electric car adoption intention. Data were collected through a survey in a sample of 2,005 car drivers residing in Belgium, Denmark and Italy. Results confirm that four value domains (i.e., selftranscendence, self-enhancement, openness-to-change and conservation) influence green selfidentity, which in turn determines consumer intention to adopt electric cars both directly and indirectly via ecological care and moral obligation motivations. Furthermore, consumers who find self-transcendent and openness-to-change values important tend to express their green self-identity directly into intentions and through moral obligation evaluations. Conversely, individuals who find self-enhancement values important express their green self-identity directly into intentions, while they take the ecological and moral considerations to behave green less into account. Finally, consumers who find conservation values important translate their green self-identity less into intentions to adopt electric cars, and tend to consider less the ecological and moral aspects of consumption choices.
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Adoption of smart energy technologies, such as electric vehicles (EVs), can significantly reduce fossil energy use, provided that adopters of an EV also use the EV in a sustainable way. Hence, it is key to understand which factors affect the likelihood that the adoption of EVs promotes the sustainable use of EVs, and promote consistent sustainable energy behaviours. We argue that the motivation to adopt an EV plays a key role in this respect. When people adopt an EV for environmental reasons, this will signal that they are a proenvironmental person, thereby strengthening environmental self-identity and promoting consistent sustainable energy behaviours. We conducted two cross-sectional studies among EV adopters to test our reasoning. As expected, the more people adopted an EV for environmental reasons, the stronger their environmental self-identity, in turn increasing the likelihood that they engaged in other sustainable energy behaviours. In contrast, adopting an EV for financial or technological reasons was not consistently related to environmental selfidentity and sustainable energy behaviours. These results suggest that the motivation for adopting an EV is crucial for the likelihood that people engage in sustainable energy behaviour consistently, which is key to realise a sustainable energy transition.
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Recent conceptual studies identify gain, normative, and hedonic factors as three categories of motivations of consumer pro-environmental behavior. However, empirical understanding of how these motivations interact and affect pro-environmental behavior is limited. This study is based on a survey of car owners in Sweden (N=573) and utilizes structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger, and the direct effect of gain motivations is insignificant. The business strategy implications point to that targeting consumers who perceive high social norms in relation to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors to this group might be more effective than general mass communication.
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