Generation Z ready to embrace the electric vehicle revolution? Predic...

Europe’s transportsector is a key contributor to climate change and according to forecasts the emissionsof that sector will continue to increase. One possible innovation put forwardin recent years to help reduce emissions from this sector are electric vehicles(EVs). Besides technology advancements, consumer acceptance is crucial toensure a successful transfer to a sustainable transport sector. Particularlyinteresting are the “consumers of the future”. Therefore, drawing on a surveyof Austrian citizens (18-70) and building on Value Belief Norm Theory (VBN) asa theoretical foundation, the present study analyses willingness to purchase anEV. The findings of the present study indicate that, in line with previouswork, only psychological as opposed to socio-demographic factors yieldsignificant contributions to the models predicting willingness to purchase anEV. We discuss implications of our findings for future marketing andcommunication efforts with a specific focus on the young generation as futureEV adopters.