An investigation of young consumers’ perceptions towards the adoption of electric cars

Abstract

Battery-powered electric cars have an important role in terms of future mobility. The purpose of this study is therefore, to investigate the factors that influence young consumers‟ acceptance of electric cars. The theoretical framework of the study was guided by the Technology Acceptance Model (TAM). The research examined the relationships between perceived usefulness, trust, value, risk and intentions to use electric cars by young consumers in South Africa. The study is quantitative in nature, 380 completed survey questionnaires were collected and analysed. The participants included young consumers who reside in Johannesburg and Gauteng in South Africa. Data was analysed through Structural Equation Modelling (SEM) using AMOS 23 and SPSS 23 statistical software. The findings of the study showed that the intentions to use electric cars were influenced by perceived usefulness, risk and value. Furthermore, it was noted that perceived trust had no statistically significant influence on the intentions to use electric cars. The study contributes to understanding the factors which influence the intentions to use electric cars by young consumers who represent a potential future market for electric car manufacturers. In this vein, technology orientated manufacturers of electric cars, marketers and policy makers can gain valuable insight from the study.