Driving green: assessing the purchasing intentions of South African consumers toward electric vehicle adoption.

Abstract

This study investigates the intentions of South African middle to high-income consumers towards purchasing battery electric vehicles (BEVs) against the backdrop of a global shift towards sustainable mobility. Utilizing the Theory of Planned Behaviour to examine the interplay of attitudes, subjective norms, and perceived behavioural control, this research highlights the growing consumer interest in BEVs despite limited market share and firsthand experience. The study's quantitative approach, employing a self-completion questionnaire and leveraging constructs validated in prior research, reveals that attitudes, subjective norms, perceived behavioural control, and environmental concerns are significant predictors of BEV purchase intentions. The findings underscore the significance of subjective norms as the most influential predictor of purchase intentions, followed closely by environmental concerns, suggesting that social influence and environmental awareness play critical roles in shaping consumer behavior towards BEVs in South Africa. This research contributes to the understanding of consumer attitudes towards BEVs in a South African context, offering insights for businesses and policymakers to drive adoption and align strategies with consumer preferences and environmental goals. Future research is recommended to explore longitudinal changes in consumer intentions and actual BEV purchasing behavior, expanding the model with additional constructs to reflect evolving market dynamics.