Purchase intention in the Italian e-mobility market

The low diffusion of EVs, which account for only 4.2% of the global registrations, has pushed scholars’ interest in uncovering the factors involved when purchasing these vehicles. Based on the theory of planned behavior (TPB), this study performs an exploratory analysis of the factors influencing EV purchase intention of a representative sample of the Italian population (N = 1100). Data are collected through an online questionnaire composed as of the following: 33 items are derived from TPB, 20 concern mobility habits, 8 EV knowledge, and the remaining are socio-demographic variables. The last item measures the EV purchase intention. Data concerning TPB and mobility habits are reduced through two factor analyses. The first analysis reveals four components: pleasantness, traditional driving habits, environmental concern, and perceived purchase control. The second reveals three components: autonomous transport, non-autonomous transport, and walking versus driving the car. For EV knowledge, the mean score is calculated. Then a hierarchical multiple regression analysis shows that EV purchase intention is widely predicted by pleasantness, followed by environmental concern, perceived purchase control, and, to a less extent, autonomous transport, while it is negatively affected by traditional driving habits and EV knowledge. These findings reveal that EV purchase intention in the Italian e-mobility market is essentially driven by beliefs and attitudes, but is hindered by a reluctance to leave traditional driving habits and an increasing knowledge of EVs, entailing presumably that of their unresolved problems, such as the high purchase cost, the limited range, and the poor infrastructure. Demographic variables do not affect the EV purchase intention. Suggestions are provided to policy makers and car manufacturers to sustain the EV uptake.