Consumer adoption of battery electric cars: analyzing techno-psychological perception-attitude-intention linkage perspective and gender effects

Abstract

Purpose Transportation-related pollution is expected to decrease when using battery electric cars. This will not only address energy and environmental issues but also promote reform and transformation in the zero-emission automotive industry. To craft policy interventions and promotional initiatives, manufacturers need to comprehend the techno-psychological perspectives of automotive users on the adoption of electric cars. Therefore, this study aims to test a “perception-attitude-intention” linking framework built upon the “Unified Theory of Technology Acceptance and Use” (UTAUT) and analyze the behavioral intentions of existing automobile users to embrace battery electric cars. Design/methodology/approach The conceptual model tests the underlying direct paths, the mediation of attitudes and the moderating gender effects in predicting users’ attitudes and behavioral intentions to adopt battery electric cars using a techno-psychological approach from UTAUT. “Structural equation modeling” is used to analyze the model using the 361 valid online responses received from conventional car owners. Findings The results show that behavioral intentions are directly predicted by UTAUT measures with attitudes and indirectly through its mediation and gender moderation. The results support the “Perceptions-Attitudes-Intentions” linkage model that explains the phenomenon of electric car adoption. However, the mediating and moderating paths between facilitating conditions and intentions do not support the model. In addition, the research corroborates that men have a stronger effect than women on behavioral intentions to prefer battery electric cars. Research limitations/implications This work may assist manufacturers and regulators in developing marketing policies to encourage consumers’ adoption of battery electric cars and potentially improve their favorable perception of these vehicles. Originality/value This study contributes to the comprehension of how UTAUT constructs shape consumers’ attitudes and behavioral intentions regarding the adoption of battery cars equipped with emission-free technology. This study validates the grounded framework “perception-attitude-intention” linkage model, which also describes gender-wise differences toward electric car adoption in the backdrop of Indian sustainable transportation.