The Formation of Usage Intention of Electric Cars: A Comparative Study of Denmark, Belgium, and Italy

In this chapter we propose a model in which green self-identity (GSI) is an antecedent of both environmental concern (EC) and moral obligation (MO), which in turn influence the attitude towards electric cars (ATT). GSI is also assumed to have a direct effect on ATT. The attitude towards the electric car then determines the intention to adopt it. The model is empirically tested in three culturally different European countries: Denmark, Belgium and Italy. Results show that the three countries differ in the way they develop positive attitudes and intentions towards the electric car on the basis of their green self-identity. In Denmark, GSI strongly and directly leads to positive attitudes. In Belgium, ATT is mainly formed through the development of a strong EC. In Italy, MO plays a dominant role in the development of positive attitudes. We suggest explanations using Hofstede's values framework.