Perceived Value and Customer Adoption of Electric and Hybrid Vehicles

Elena Higueras-Castillo, Sebastian Molinillo, J. Andres Coca-Stefaniak and Francisco Liébana-Cabanillas
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Elena Higueras-Castillo: Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Paseo de Cartuja, 7, 18011 Granada, Spain
Sebastian Molinillo: Department of Business Management, Faculty of Economics and Business, University of Malaga, Campus El Ejido s/n, 29071 Malaga, Spain
J. Andres Coca-Stefaniak: Department of Marketing, Events and Tourism, Faculty of Business, University of Greenwich, Park Row, SE10 9LS London, UK
Francisco Liébana-Cabanillas: Department of Marketing and Market Research, Faculty of Business and Economics, University of Granada, Paseo de Cartuja, 7, 18011 Granada, Spain

Sustainability, 2019, vol. 11, issue 18, 1-15

Abstract: Internal combustion engine vehicles are a key source contributing to urban air pollution. In order to reduce noxious emissions and reliance on fossil fuels, governments and the automobile industry have started promoting the adoption of electro mobility (EM) options over the last few years, albeit with limited success in terms of market penetration. This study aimed to improve the current understanding of factors influencing customers’ intentions to adopt EM options. Building on the theories of perceived value and reasoned action, this study posits a behavioural model based on four dimensions of perceived value and two technical performance characteristics of EM vehicles with regards to their influence on customer attitudes towards EM options, as a precursor to purchase. The model was tested empirically using structural equation modelling analysis using data gathered through an online survey of 404 consumers in Spain. The results of this study showed that emotional issues, product price, vehicle acceleration and low engine noise levels have a considerable impact on consumer attitudes, which, in turn, have a positive impact on purchase intentions of EM vehicles. However, quality and social value were not found to have a positive influence on consumer attitudes. On the basis of this research it is recommended that, in order to promote the use of EM vehicles, governments and manufacturers alike should make better use of emotional issues in their social and product marketing strategies, as well as focusing on specific product attributes such as performance (e.g., vehicle acceleration and low engine noise levels) and value for money in terms of energy consumption.

Keywords: electric vehicles; hybrid vehicles; customer attitudes; perceived value; sustainable mobility; Spain; electromobility (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

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