National Culture and the Market Development of Battery Electric Vehicles in 21 Countries

Abstract

Electric vehicles (EVs) have become a symbol of the fight against climate change. However, in many countries, the market development of EVs is sluggish, and adoption rates greatly vary worldwide. This study examines the impact of Hofstede’s six dimensions of national culture on the development of the electric car market using sales data from 2019 and 2020 in 21 OECD countries. Results of (OLS) linear regression analyses show that uncertainty avoidance, individualism, masculinity, and indulgence have a significantly negative impact on the sales of battery electric cars, while long-term orientation positively influences their market share. The results indicate that national culture is an important cross-country factor that influences the rate and direction of the adoption electric cars. The research also explains how cultural values are translated into the purchase of EVs and provides marketers and policymakers with an insight into how they can increase the spread of alternative-fuel vehicles.