How could your intention to purchase electric vehicle be stimulated? A behavioral spillover perspective based on pro-environmental attitude-behavior (in)congruence

Abstract

The rapid growth in the number of oil-fueled vehicles as being accompanied by the emerging economy in China is rising the challenges of environmental degradation and residents' well-being. This study provides a novel approach to investigate the mechanism behind behavioral spillover within the context of eco-friendly electric vehicle consumption, with a particular focus on the role of pro-environmental attitude-behavior (in)congruence. Results of the polynomial regression model show that the relationship between people's self-reported past pro-environmental behaviour (i.e., daily ecological actions such as recycling and green travel mode use) and their future behavioral intention to purchase electric vehicle would be stronger for individuals with self-identity based pro-environmental attitude (measured using general scales), such that those with more favorable pro-environmental attitude would exhibit a weaker licensing effect. Besides, the increase in the discrepancy between people's pro-environmental attitude and behavior leads to a more intensive level of electric vehicle consumption intention, reflecting people's tendency to keep behavior or perceived social-identity consistency. The results might provide implications for interventions to effectively promote not only the adoption of electric vehicle per se, but also additional environmentally-friendly behaviors.