Consumer Intention to Buy Electric Cars: Integrating Uncertainty in the Theory of Planned Behavior

Abstract

The EU’s political agenda has included among its priorities the issue of sustainable mobility, with the aim of curbing CO2 emissions and reducing air pollution. This objective implies the introduction into the EU car market of low-polluting cars, such as cars powered by an electric battery (BEV). The current research was guided by the theory of planned behavior (TPB). The intention to buy a BEV has been measured, as well as the major TPB constructs, namely attitudes, subjective norm, and perceived behavioral control. In addition, we were interested to understand the influence of individuals’ uncertainty on the intention to buy a BEV. Data collected through an online survey (N = 335) were analyzed by means of a multiple mediation model, involving the three TPB constructs as parallel mediators. Results show that (1) attitude (β = 0.67), subjective norm (β = 0.23), and perceived behavioral control (β = 0.22) significantly predict the intention to buy BEVs; (2) uncertainty has a significant negative indirect effect (b = −0.03) on intention via perceived behavioral control. Results are discussed in relation to previous research and possible practical implications.