Understanding Product Attachment to Battery Electric Vehicles: Evidence from Indonesian Owners

Battery electric vehicle (BEV) adoption does not always result in long-term ownership, because some owners may return to internal combustion engine vehicles after purchase. This study examines how internal customer factors influence the formation of product attachment, an emotional bond between owners and their BEVs. This issue is important because such attachment may support long-term commitment, expressed through advocacy and loyalty after adoption. The study focuses on instrumental, affective, and symbolic car use motivation, customer innovativeness, and direct experience. Data were collected through face-to-face surveys with 392 Indonesian BEV owners who had driven their vehicles for more than 5000 km. ANOVA and PLS-SEM were used to examine segment differences and test the structural model. Affective motivation had the largest positive path coefficient for product attachment (β = 0.451), followed by symbolic motivation (β = 0.370), direct experience (β = 0.301), and instrumental motivation (β = 0.229). Customer innovativeness was not significant (β = −0.026, p = 0.324). Product attachment showed strong relationships with customer advocacy (β = 0.649) and loyalty (β = 0.686). This study extends the product attachment literature by explaining how internal customer factors are related to the development of product attachment and the extent to which owners become attached to their BEVs.