Abstract:

The low penetration rate of electric vehicles (EVs) is raising concern among policy makers and car designers who face risky decisions whether to invest in EV technology and promotion. Traditionally, battery electric vehicles (BEV) and hybrid electric vehicles (HEV) were considered successive technologies. Yet, it is becoming apparent that in the next few decades these technologies will co-exist, which revives the interest in the choice amongst them. This study focuses on normative and hedonic goals to understand the impact of innovativeness and driving hedonism and their interaction with user experience and pro-environmental attitudes of consumers choosing between conventional, hybrid and electric cars. The behavioral model challenges utility-based models of auto propulsion choices by integrating hedonic goal-framing and its interaction with product experience into Rogers’ diffusion of innovation model. In a discrete choice experiment informed by stated-preference Bayesian efficient design among 309 participants, we find that the interaction between driving hedonism and BEV 'trialability' is positively related to the adoption of HEVs rather than of BEVs. Compared to environmental consumers who lack driving hedonism, the segment of innovative-environmentalists act as BEV adoption pioneers and the segment of innovative-environmentalist-hedonists are HEV adoption pioneers.