Emotions as determinants of electric car usage intention

In a sample of 1202 Belgians, the determining factors of the usage intention of an electric car and the differences between early and late usage intention segments are investigated. The Theory of Planned Behaviour (TPB) framework is extended with emotional reactions towards the electric car and car driving in general. Emotions and the attitude towards the electric car are the strongest determinants of usage intention, followed by the subjective norm. Reflective emotions towards car driving and perceived behavioural control factors also play a significant role. Differences in the relative importance of the determinants of usage intention between subgroups based on environmental concern and behaviour and social values are also studied. In general, people in segments that are more inclined to use the electric car are less driven by emotions towards the electric car and more by reflective emotions towards car driving, and take more perceived behavioural concerns into account.