The intention to adopt electric vehicles: Driven by functional and non-functional values

Abstract

This study aims to investigate consumers’ intention to adopt electric vehicles (EVs) from the consumption value perspective. Drawing from consumption value theory, consumers’ value perceptions of EVs are classified into functional values (monetary, performance and convenience values) and non-functional values (emotional, social and epistemic values). We try to explore how consumers’ intention to adopt EVs is affected by these two groups of values and how such effects are mediated by their attitude towards EVs. Via a survey of car drivers in Hefei, China, 607 responses were obtained to empirically test the relationships. The results indicate that the perceived functional value have both direct and indirect effects on consumers’ intention to adopt EVs. While the perceived non-functional value have only indirect effects on the adoption intention, which is mediated by attitude. This research deepens the existing understanding of consumers’ multi-dimensional value perceptions towards EVs. In practice, the findings could provide sensible guidelines for making the marketing strategies and offer references for policy makers to enhance the operability and pertinence of current policies.