Evaluating consumer attitudes toward electromobility and the moderating effect of perceived consumer effectiveness

Abstract In order to combat environmental problems, electromobility is developing worldwide. The purpose of this study is to assess consumer attitudes for electromobility. Likewise, perceived consumer effectiveness (PCE) is proposed as a moderator. The analysis was carried out approaching a partial least squares technique within a model of structural equations with a sample of 404 users. Results show that the main motivators driving the purchase of an electric or hybrid vehicle are trust and extrinsic incentives, with green self-identity (GSI) influencing significantly but with less intensity. In addition, the level of knowledge is rather low and has a negative impact. In the proposed behavior model, PCE has a significant impact on intention. The impact of GSI on attitude is especially significant among consumers with a high level of PCE. Likewise, the effect of attitude on intention to adopt is also more pronounced among consumers with a high level of PCE. These findings might help revamp marketing strategies aiming to improve consumer attitudes and product adoption while boosting product sales.