The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles

TLDR: In this article, the authors study how private car drivers' perception of vehicle attributes may affect their intention to adopt electric vehicles (EVs) and find that people who believe that a pro-environmental self-identity fits with their self-image are more likely to have positive perceptions of EV attributes.

Abstract: The aim is to understand how private car drivers’ perception of vehicle attributes may affect their intention to adopt electric vehicles (EVs). Data are obtained from a national online survey of potential EV adopters in the UK. The results indicate that instrumental attributes are important largely because they are associated with other attributes derived from owning and using EVs, including pleasure of driving (hedonic attributes) and identity derived from owning and using EVs (symbolic attributes). People who believe that a pro-environmental self-identity fits with their self-image are more likely to have positive perceptions of EV attributes. Perceptions of EV attributes are only very weakly associated with car-authority identity.

Figures

Figure 1. Information about different types of EVs presented to respondents before the second wave in the survey

Figure 2. Regression model testing meditation effect from perceived hedonic and symbolic attributes on relationship between perceived instrumental

Figure 5. Regression model testing meditation effect from perceived hedonic and symbolic attributes on relationship between perceived instrumental

Table 3. Means (M) and standard deviations (SD) of intention to adopt PHEV and BEV as main or second car.

Figure 3. Regression model testing meditation effect from perceived hedonic and symbolic attributes on relationship between perceived instrumental

Table 4 Bivariate correlation coefficients between self-image and perceptions of PHEV and BEV attributes

Full text

This is a repository copy of The role of instrumental, hedonic and symbolic attributes in the
intention to adopt electric vehicles.
White Rose Research Online URL for this paper:
http://eprints.whiterose.ac.uk/99429/
Version: Accepted Version
Article:
Schuitema, G, Anable, J orcid.org/0000-0002-4259-1641, Skippon, S et al. (1 more author)
(2013) The role of instrumental, hedonic and symbolic attributes in the intention to adopt
electric vehicles. Transportation Research Part A: Policy and Practice, 48. pp. 39-49. ISSN
0965-8564
https://doi.org/10.1016/j.tra.2012.10.004
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1
Running head: INTENTION TO ADOPT ELECTRIC VEHICLES
The Role of Instrumental, Hedonic and Symbolic Attributes in the Intention to Adopt
Electric Vehicles
Geertje Schuitema
a
Jillian Anable
a
Stephen Skippon
b
Neale Kinnear
c
Author’s note
a
Centre for Transport Research, University of Aberdeen, Elphinstone Road,
Aberdeen, AB24 3UF, UK
b
Shell Global Solutions (UK), Shell Technology Centre Thornton, P.O. Box 1,
Chester, UK, CH1 3SH, UK
c
Transport Research Laboratory, Crowthorne House, Nine Mile Ride,
Wokingham, Berks RG40 3GA, UK
Correspondence concerning this article should be addressed to Geertje
Schuitema, Aarhus University, Business and Social Sciences, Department of
Business Administration, Haslegaardsvej 10, 8210, Aarhus V, Denmark,
g.schuitema@asb.dk (e-mail), +45 8948 6494 (phone), +45 8615 3988 (fax)

INTENTION TO ADOPT ELECTRIC VEHICLES 2
Highlights
- Hedonic/ symbolic attributes mediate affect of instrumental attributes on EV
adoption
- People with a pro-environmental identity have positive perceptions of EV
attributes
- Higher intentions to adopt plug-in hybrid electric vehicles than battery-electric
vehicles
- Plug-in hybrid electric vehicles perceived as more positive than battery-electric
vehicles
- Results important for marketing strategies because people align self-identity with
purchases

INTENTION TO ADOPT ELECTRIC VEHICLES 3
Abstract
The aim of the present study is to understand how private car drivers’
perception of vehicle attributes may affect their intention to adopt Electric Vehicles
(EVs). Data are obtained from a national on-line survey of potential EV adopters in
the UK. The results indicate that instrumental attributes are important largely because
they are associated with other attributes derived from owning and using EVs
including pleasure of driving (hedonic attributes) and identity derived from owning
and using EVs (symbolic attributes). We also find that people who believe that a pro-
environmental self-identity fits with their self-image are more likely to have positive
perceptions of EV attributes. In addition, perceptions of EV attributes were found to
be only very weakly associated with car-authority identity.
Keywords: electric vehicle, perception of vehicle attributes, pro-environmental self-
identity

INTENTION TO ADOPT ELECTRIC VEHICLES 4
The Role of Instrumental, Hedonic and Symbolic Attributes in the Intention to Adopt
Electric Vehicles
1. Introduction
Worldwide climate-change abatement strategies tend to involve the
electrification of light duty road transport to achieve the transport sector’s share of
carbon-oxide reduction targets. However, uptake of Electric Vehicles (EVs) will
depend heavily on how consumers perceive them. People often tend to be sceptical
when new technologies such as EVs are introduced, as they are generally seen as
novel technologies of which mass-market consumers have very little experience or
knowledge (A. Gärling and Thøgersen, 2001). Consequently it is important to
understand which attributes of this new type of vehicle are most likely to influence
peoples’ perceptions. In this paper we focus on how perceptions of instrumental,
hedonic, and symbolic attributes may influence the adoption of EVs by private
consumers. We also examine the role of self-identity, which may influence the
attributes on which people focus. In addition, we explore the perceived attributes of
different types of EVs and how such attributes are perceived if the EV is considered
as a potential main or second car for the household.
1.1 Electric Vehicles
The EV is not a modern invention. In fact, the first vehicles that ran on
rechargeable batteries were developed in the 19
th
century. However, as oil was cheap
and widely available, vehicles with a conventional internal combustion engine (ICE)
powertrain dominated the market. In the last decade, a growing interest in EVs has
been observed and hybrid electric vehicles (HEVs) have already been introduced into
the market in significant numbers. HEVs have an ICE powertrain alongside a
supplementary electric powertrain consisting of an electric motor driven from a

Frequently asked questions

Q1. What have the authors contributed in "Running head: intention to adopt electric vehicles the role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles" ?

The aim of the present study is to understand how private car drivers ’ perception of vehicle attributes may affect their intention to adopt Electric Vehicles ( EVs ). Data are obtained from a national on-line survey of potential EV adopters in the UK. The authors also find that people who believe that a proenvironmental self-identity fits with their self-image are more likely to have positive perceptions of EV attributes. 

Q2. What was the procedure used to estimate the indirect effects in multiple mediation models?

A bootstrapping procedure was used to estimate the indirect effects in multiple mediation models (Preacher and Hayes, 2004, 2008). 

Q3. What is the main reason why people buy EVs?

Another important characteristic of EVs that potential buyers might relate to isthe “green” image that EVs have, as they are believed to contribute to sustainable road transport and facilitate the electricity storage of renewable electricity sources. 

Q4. What is the effect of car-authority identity on perception of EVs?

Since people with limited knowledge of environmental issues may easily change their attitudes towards EVs (De Best-Waldhober, Daamen, and Faaij, 2009), their ‘green’ image of EVs may be vulnerable to change which could influence their adoption rates. 

Q5. What was the effect of the bootstrapping test on intention to adopt a PHEV?

Bootstrapping test indicated significant indirect effect of perceived hedonic and symbolic attributes (ab-paths) on intention to adopt PHEVs as main car, confirming their hypothesis that there is a mediation effect. 

Q6. What is the main reason why people are attracted to EVs?

Those with a strong car-authority identity may be most likely to be attracted to an EVs because they are generally seen as vehicles that are equipped with new and advanced car technologies, representing the future and modern technologies. 

Q7. What are the characteristics of EVs that people perceive as positive?

Those with a strong car-authority identity and strong pro-environmental identity perceive all of the instrumental, hedonic and symbolic attributes of EVs to be positive. 

Q8. What were the two specific identities considered?

Two specific identities were considered: the extent to which people see themselves as proenvironmental (pro-environmental identity), and the extent to which people see themselves as an authority on cars (car-authority identity). 

Q9. What is the theory of self-image congruency?

This theory posits that consumers who perceive a product’s image to be consistent with their self-image are likely to adopt a positive attitude to this product, and subsequently are more likely to purchase it. 

Q10. What are the determinants of intention to adopt EVs?

1.4 The Present StudyThe authors focus on determinants of intention to adopt the two types of EVs describedabove: Plug-in Hybrid Vehicles (PHEVs) and Battery Electric Vehicles (BEVs).