What drives the Pioneers? Applying lifestyle theory to early electric vehicle buyers in Canada

Lifestyles can play an important role in shaping consumer behaviour regarding novel low-carbon technologies. In this study, we develop a conceptual framework based on lifestyle theory, which defines lifestyle as engagement in several related practices that inform and convey self-identity. We apply this theory to the case of plug-in electric vehicle (PEV) technologies by conducing 17 semi-structured interviews with PEV-owning households in or near Vancouver, Canada. We categorize participants based on their engagement in technology-oriented or pro-environmental lifestyles. We explore participants' functional, symbolic and societal motivations relating to PEV purchase, driving patterns, public charging usage, and interest in a controlled charging program. Some patterns are consistent across lifestyle segments, where most participants emphasized the practicality of PEVs, the improved driving experience and overall interest in environmental protection. However, motivations varied, some corresponding with participants' lifestyle engagement; for example, participants that engaged in pro-environmental lifestyles were more likely to emphasize the environmental aspects of PEV usage. Together, these findings suggest that policymakers and researchers ought to consider the variety of motivations that may influence purchase and use of PEV even among Pioneers which may relate to a variety of benefits such as cost savings, environmental protection and symbolic value.