Abstract:
"The global concern regarding climate change and its impact on the environment has
intensified as more of its harmful effects are registered all over the world. South Africa, and
many other countries, have acknowledged the urgent need to address climate change through
commitments towards reducing greenhouse gas emissions and lowering carbon footprints.
One innovation, the electric vehicle or EV, has emerged as a sustainable solution that could
play a crucial role in contributing to reducing carbon emissions through large-scale adoption.
South Africa currently has a slow adoption rate of EVs, and this study set out to explore the
adoption barriers, considering the unique context of the country’s energy crisis. The study
measured consumer behaviour towards EV adoption through its relationship with green
energy, prosocial behaviour, and perceived innovation characteristics and consumer
innovativeness as defined through the diffusion of innovation theory. The results revealed that
Relative Advantage and Trialability are important drivers towards creating a positive
perception of EVs with consumers. The study acknowledges the importance of private sector
and government involvement to accelerate the adoption of EVs and concludes with strategy
recommendations for achieving the goals set for reducing carbon emissions within the South
African transportation sector."
