Driving the change: How do personal factors and socio-economic context influence electric vehicles adoption across Europe?

Abstract

This paper investigates the determinants influencing consumer adoption of battery electric vehicles (BEVs) across three European markets characterized by distinct socio-economic contexts and varying levels of EV market maturity. We develop a theoretical model based on Theory of Planned Behavior. A survey was conducted involving 737 consumers in Germany, Italy, and Norway. The data was analyzed using structural equation modeling, multigroup analysis, and Kruskal-Wallis’s test. The findings indicate that hedonic motivations, ascription of responsibility, subjective norms, and direct experience significantly enhance consumers' willingness to purchase BEVs. Conversely, range anxiety and environmental concerns negatively affect purchase intentions. Significant differences in consumer perceptions of BEVs and the effect of behavioral determinants across the three countries are highlighted. This research contributes to the literature on sustainable mobility adoption and proposes several avenues for future investigation. The findings can inform the development of marketing strategies and policy interventions to foster EV adoption in Europe.