Voltage variations: Unraveling electric vehicle appeal in urban vs. rural areas

This study investigated the influence of residence location (urban/rural) on the perceived value factors and emotions shaping consumer intentions toward electric vehicle adoption. Using a quantitative approach, the research surveyed urban and rural residents to examine the impact of quality, emotional, price, social, and green value considerations on adoption intentions. Data were collected from 847 respondents. The findings reveal distinct variations between urban and rural settings in the significance and impact of perceived value factors on the intention to purchase electric vehicles. Emotional aspects weighed more heavily among rural residents, while urban counterparts emphasized price and social value. Furthermore, the study highlights a stronger correlation between attitude and intention among urban consumers. This research suggests a more tailored approach in formulating strategies and interventions, contributing to the understanding of consumer behavior in diverse residential environments. • Differences in EV adoption drivers between urban and rural areas are identified. • Emotional value influences rural EV adoption, while price and social value affect urban areas. • Green perceived value is a key driver of electric vehicle adoption across all regions. • Tailored strategies are suggested to boost EV adoption in diverse residential contexts.