The study presents a multi-group structural equation modelling exercise to identify differences in the mindset of individuals towards electric vehicles (EVs) across seven vehicle body types in Canada. The study utilizes a sample of 15,392 households and grounds the psychographic orientation of potential EV adopters on an extended version of the Theory of Planned Behaviour.
Electric vehicles (EVs) hold great promise for reducing greenhouse gas emissions, yet achieving their environmental benefits depends on greater market uptake. While a grow- ing body of literature has sought to offer information on consumer stated preferences for EVs, to date no research has examined how preferences for hybrid, plug-in hybrid, and battery electric vehicles are shaped by vehicle body size or type. The automobile market is differentiated with vehicle attributes that respond to heterogeneous consumer demands. We hypothesize that each bundle of attributes as it relates to vehicle body size also shapes demand for EVs.
This article presents a two-stage structural equation modelling and segmentation process to identify likely electric vehicle adopters in Canada. Using a sample of 3505 households who have expressed an interest in the future purchase of an economy car, the paper operationalizes an extended version of the Theory of Planned Behaviour in a structural equation model to quantify the impacts of personal beliefs on individual adoption intention towards electric vehicles. Model results show that attitude, perceived behavioural control, and norms (moral and subjective) have significant direct impacts on behavioural intention, while a household’s concern for the environment has an indirect impact.