Evaluating consumer attitudes toward electromobility and the moderating effect of perceived consumer effectiveness

Elena Higueras-Castillo, Liébana-Cabanillas, Francisco José, Muñoz-Leiva, Francisco and García-Maroto, Inmaculada

Journal of Retailing and Consumer Services, 2019, vol. 51, issue C, 387-398

Abstract: In order to combat environmental problems, electromobility is developing worldwide. The purpose of this study is to assess consumer attitudes for electromobility. Likewise, perceived consumer effectiveness (PCE) is proposed as a moderator. The analysis was carried out approaching a partial least squares technique within a model of structural equations with a sample of 404 users. Results show that the main motivators driving the purchase of an electric or hybrid vehicle are trust and extrinsic incentives, with green self-identity (GSI) influencing significantly but with less intensity. In addition, the level of knowledge is rather low and has a negative impact. In the proposed behavior model, PCE has a significant impact on intention. The impact of GSI on attitude is especially significant among consumers with a high level of PCE. Likewise, the effect of attitude on intention to adopt is also more pronounced among consumers with a high level of PCE. These findings might help revamp marketing strategies aiming to improve consumer attitudes and product adoption while boosting product sales.

Keywords: Perceived consumer effectiveness; Electromobility; Adoption; Consumer attitudes; Marketing (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:51:y:2019:i:c:p:387-398

DOI: 10.1016/j.jretconser.2019.07.006

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