How to activate moral norm to adopt electric vehicles in China? An empirical study based on extended norm activation theory

Abstract

Mass adoption of electric vehicles (EVs), environmentally friendly and sustainable innovations, is critical to reducing the consumption of fossil fuels and the emission of greenhouse gases. However, research investigating the effect of altruism on EV adoption from a pro-environmental behavior perspective is limited. To fill this gap, we propose an extended norm activation model to study the relationship between personal norms and consumers' intention to adopt EVs, and to explore how such relationship is influenced by external costs and the antecedents of personal norms. The model is empirically tested with data collected from 396 participants in China. Results show that personal norms have a positive influence on EV adoption intention, and such influence is moderated by external costs, including perceived price and perceived complexity. The former negatively moderates it, while the latter has a nonlinear moderation effect on it. Moreover, awareness of consequences, ascription of responsibility, and perceived consumer effectiveness are positive predictors to personal norms. The findings help to understand consumers' adoption behavior of EV better, and contribute to promoting EV development.