Files and links (1)
Published VersionCC BY V4.0, Open Access
Journal article
Proud to go electric: Overcoming perceived functional barriers to EV adoption through congruent messaging frames
Transportation Research. Part F: Traffic Psychology and Behaviour, Vol.114, pp.1-15
2025
Appears in UniSC Supported Open Access Outputs
Abstract
Growing reports indicate a slowdown in electric vehicle (EV) sales, particularly among consumers yet to embrace this sustainable transportation option. A key functional barrier to adopting EVs relates to infrastructure, maintenance, and range anxiety issues. This study explores how marketing can address this barrier by framing messages to evoke anticipated pride in owning an EV, thus reducing range anxiety, charging inconvenience, and ultimately increasing purchase intentions. Grounded in construal level theory and affect-as-information theory, the study employs an online experiment with 223 Australian consumers yet to purchase an EV. Results reveal that concrete, self-targeted messages yield greater purchase intentions, driven by increased anticipated pride in ownership and reduced perceived functional barriers. These findings underscore the importance of framing in marketing messaging to encourage EV adoption and offer practical implications for EV brands and policymakers.
Details
- Title
- Proud to go electric: Overcoming perceived functional barriers to EV adoption through congruent messaging frames
- Authors
- Rory Mulcahy (Corresponding Author) - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesDavid Fleischman - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesMargarietha J de Villiers Scheepers - University of the Sunshine Coast, Queensland, School of Business and Creative IndustriesNicolas Reichenbach - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Publication details
- Transportation Research. Part F: Traffic Psychology and Behaviour, Vol.114, pp.1-15
- Publisher
- Elseiver Ltd
- Date published
- 2025
- DOI
- 10.1016/j.trf.2025.05.019
- ISSN
- 1873-5517; 1369-8478
- Copyright note
- © 2025 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
- Data Availability
- Data will be made available on request.
- Organisation Unit
- School of Business and Creative Industries
- Language
- English
- Record Identifier
- 991130081202621
- Output Type
- Journal article
Metrics
21 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Web Of Science research areas
- Psychology, Applied
- Transportation
UN Sustainable Development Goals (SDGs)
This output has contributed to the advancement of the following goals:
Source: InCites