Seminari - Elena Higueras

Elena Higueras-Castillo will present her paper “"Should I stay or should I go?" Examining adoption and retention in electric vehicles,” along with Josep Rialp (UAB). 

Abstract

The transition to sustainable mobility requires understanding the factors driving both adoption and continued use of electric vehicles (EVs). This study addresses this through two independent investigations. Study 1 (n=265), based on the Value-Belief-Norm (VBN) Theory, examines psychological factors influencing purchase intention. Results indicate that ascription of responsibility is the primary driver, leading to five consumer segments: Engaged Changemakers (70% high intention), Hesitant Traditionalists (40.7%), Idealistic Altruists (72%), Pragmatic Individualists (31.4%), and Detached Skeptics (17%). Study 2 (n=434) analyzes continuance intention among current EV users, showing that satisfaction and expectation confirmation are key determinants. Six segments emerge: Satisfied Pragmatists (72.1%), Highly Satisfied Altruists (96%), Highly Satisfied Realists (80%), Disappointed but Responsible (45.1%), Reluctant Skeptics (27.8%), and Self-Interested Dropouts (6.6%). The findings highlight a key distinction: responsibility drives initial adoption, while satisfaction ensures long-term engagement. Thus, different strategies are needed—potential adopters respond to ethical and environmental appeals, whereas current users require positive experiences and fulfilled expectations to remain committed. This research provides insights for policymakers and businesses to enhance both EV adoption and retention.