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.
|Title of host publication||Analyzing the Cultural Diversity of Consumers in the Global Marketplace|
|Editors||Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu|
|Number of pages||20|
|Place of Publication||Hershey, PA|
|Publisher||Idea Group Publishing|
|ISBN (Print)||9781466682627, 1466682620|
|Publication status||Published - 2015|