A Self-identity Based Model of Electric Car Adoption Intention: A Cross-Cultural Comparative Study

This study proposes a self-identity based eco-friendly intention formation model to assess the effects of green self-identity, care for the environmental consequences of consumption, and green moral obligation, on the attitude toward and the intention to adopt electric cars. The model is empirically validated in three European countries: Denmark, Belgium and Italy. A total of 2005 respondents with a driver's license participate in the study. Structural equation modeling and multi-group analysis are performed to measure the significance of the hypothesized model paths and to assess differences between the countries. Results show that the independent variables influence consumer attitude toward the adoption of electric cars, which, in turn, determines the intention to adopt them. Significant differences emerge concerning the influence of the antecedents of consumer attitude toward electric car adoption between Denmark, Belgium and Italy, which are discussed in light of Hofstede's national cultural differences between these countries