Examining factors affecting consumers’ intentions to purchase electronic vehicles (EVs) in Brazil

Purpose This study aims to examine the factors affecting consumers’ intentions to purchase electronic vehicles (EVs) in Brazil. Design/methodology/approach By combining norm activation theory (NAT) and technology acceptance model (TAM), a theoretical model is created. To test the model, the authors analyzed primary survey data which was collected from 364 Brazilian consumers with the structural equation modeling (SEM) technique. Findings All of the hypotheses in the model are supported by the statistical results. From the theoretical standpoint, the findings suggest that the key components of NAT are significant predictors for consumers' purchase intentions mediated by positive attitudes. All of TAM’s key constructs (e.g. perceived ease of use, perceived usefulness and subjective norm) are significant predictors for purchase intentions as well. The results also highlight the importance of both personal norms (PN) and subjective norms (SN). Research limitations/implications This study is purely a quantitative study. Future studies may utilize qualitative research methods, such as in-depth interviews and focus group interviews, to know what are consumers' concerns for adopting EVs and what do they expect government, automotive companies and marketers to do to increase their willingness to adopt EVs. Practical implications Practical suggestions about promoting environmental awareness and sustainable consumption for adopting EVs via effective communication strategies are provided. Originality/value The theoretical model which integrates TAM and NAT is original. This study brings additional insights about sustainable consumption and greener transportation in an emerging market.