Perceptual and motivational reasons for the low adoption of electric cars in Denmark

Abstract

This paper investigates motivational reasons for the low adoption of electric cars (ECs) in Denmark. A theoretical framework was developed based on prior research and reasoned action theories (extended TPB and TAM), and a mixed-method approach consisting of in-depth interviews (n = 7) and a survey of a sample of Danish car owners (N = 238) with an oversampling of EC owners was employed. We find that Danish car owners’ intention to buy an EC increases with their attitude towards ECs and felt moral obligation to buy an eco-friendly car and decreases with increased perceived difficulty in use and feeling uncertain about ECs. Social influence on buying intentions is mediated through the attitude towards ECs and felt moral obligations. Personal experience as an EC owner leads to more favorable beliefs about ECs, which make all motivational factors more favorable. In order to increase demand for ECs, the focus should mainly be on reducing uncertainty and negative expectations. The most effective tool for achieving this is extended trial experience. In addition, communication and other means should be employed to alter the perceived balance between costs and benefits of the EC, including social norms marketing using testimonial advertising and word-of-mouth communication from satisfied EC owners.