Polarised and motivated? The credibility and familiarity of social norms to increase EV customer acceptance in Switzerland

Item Type Conference or Workshop Item (Speech)

To fulfil global climate goals, the market share of electric vehicles (EVs) has to importantly increase. Social influence has been confirmed to play an important role on EV adoption decisions. However, social norm interventions have not been proven to motivate EV preferences. The goal of this research is to contribute to this literature. Namely, it aims to answer the question if social norms salience can increase EV purchase willingness of Swiss customers. To achieve that, an online experiment was conducted, exposing respondents to four normative messages related to EV adoption. Namely, the interventions combined descriptive dynamic and injunctive messaging, focusing on the growth of EV, decline of ICE sales in Switzerland and the growth of the use of #SUVShame on social media. The results show that overall, social norms have only a limited effect on EV preferences. However, respondents who find the communicated message credible and like #SUVShame express a significantly larger EV purchase willingness than the control group and the respondents who do not believe or do not like the communicated message. Adverse effects have been however also observed. Respondents who do not believe the dynamic descriptive norm on EV sales demonstrate a significantly lower EV purchase willingness than the control group. The research delivers important findings for both academia and practice, contributing to the current scientific discussion and proposing recommendations for policy makers how promote EV adoption in Switzerland.

Authors Plananska, Jana
Projects Plananska, Jana; Gamma, Dr. Karoline & Wüstenhagen, Prof. Dr. Rolf (2018) Applying nudging techniques to promote fuel efficient car purchases [dissertation project]
Language English
Subjects social sciences
HSG Classification contribution to scientific community
Date 8 December 2020
Event Title Behavior, Energy & Climate Change Conference (BECC) 2020
Event Location Online
Event Dates 7.-10.12.2020
Contact Email Address jana.plananska@unisg.ch
Depositing User Jana Plananska
Date Deposited 09 Dec 2020 08:20
Last Modified 09 Dec 2020 08:20
URI: https://www.alexandria.unisg.ch/publications/261631


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Plananska, Jana: Polarised and motivated? The credibility and familiarity of social norms to increase EV customer acceptance in Switzerland. [Conference or Workshop Item]


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