Consumer behaviour in green energy: The impact of green energy availability and prosocial behaviour on the technology adoption of electric vehicles in South Africa

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."