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Perceived value and customer adoption of electric and hybrid vehicles

Perceived value and customer adoption of electric and hybrid vehicles

Higueras-Castillo, Elena, Molinillo, Sebastian, Coca-Stefaniak, J. Andres ORCID: 0000-0001-5711-519X and Liebana-Cabanillas, Francisco (2019) Perceived value and customer adoption of electric and hybrid vehicles. Sustainability, 11 (18):4956. ISSN 2071-1050 (Online) (doi:https://doi.org/10.3390/su11184956)

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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.

Item Type: Article
Uncontrolled Keywords: sustainability, sustainable development, electro mobility, electromobility, electric vehicles, electric cars, hybrid vehicles, hybrid cars, sustainable transport, smart cities, smart transport
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business > Networks and Urban Systems Centre (NUSC)
Faculty of Business > Networks and Urban Systems Centre (NUSC) > Connected Cities Research Group
Last Modified: 12 Sep 2019 10:12
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/25161

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