1 Modelling diffusion of innovations: various consumers in electric vehicle adoptionDr. Marija Bockarjova (VU / RUG) Prof. dr. Linda Steg (RUG) 10th Biennial Conference on Environmental Psychology Magdeburg, Germany 22-25 September 2013

2 Abstract Pressing concerns about environmental degradation and energy security are the main drivers of a renewed interest in alternative fuel vehicle technologies all around the globe, and in full electric vehicles (EVs) in particular. This has resulted in multiple approaches dedicated to modeling EV adoption. However, provided a heterogeneous diffusion process where consumers vary in psycho-demographic characteristics, little effort has yet been devoted to identification of consumer segments. In this paper, we provide a first attempt at identification and description of such segments that are representations of ideal types such as described in the theory of diffusion of innovation. We use data from a large-scale internet survey among Dutch drivers collected in We were able to identify five consumer segments and found that in conformity with theory, such characteristics as knowledge about alternative vehicle technology and consumer innovativeness decrease smoothly across the segments as we move from the Innovators and Early Adopters to Early Majority, Late Majority and Traditionalists. We also find that these segments differ in their evaluation of an EV, intention to adopt and general acceptability of the vehicle. Implications for research and practice are provided.

3 Structure Background and motivation Methodology and procedureEmpirical study Measurements Results Discussion, Conclusions, Implications

4 Background

5 EV Adoption: Innovations PerspectiveEV as a technological and eco-innovation A variety of an existing good A technological innovation: New driving practice New charging routine Energy storage An eco-innovation: Environmental advantages (air quality, noise, CO2 emissions) Decreased oil dependency

6 EV Adoption: Innovations PerspectiveInnovation lifecycle as a multidimensional dynamic process Consumer heterogeneity Distinctive groups with varying socio-ec. and psychological profiles, preferences and purchasing patterns Product evolution Improvement of product qualities Market dynamics Product quantities sold and produced Influences in social networks Temporal dynamics Simultaneous dynamics of consumer, product and market dimensions Spatial dynamics Spatial amplification of diffusion process

7 Consumer heterogeneity: literatureMany studies analyse introduction of eco-innovations and environmentally-friendly products to the market in a ‘static’ way Organic food & clothes Alternative vehicles … Not many take dynamics of consumer heterogeneity explicitly into account in applied studies Stages of change (Bamberg, Kloekner, Dijkstra) Ad hoc consumer types (German study, Axsen on EVs) Innovativeness (Vandecasteele & Geuenes (2010))

8 Goal of the study Based on the Diffusion of Innovation Theory (Rogers, 2000), identify consumer segments for EV adoption and validate them w.r.t. central theoretical concepts; predict EV adoption on the segment level Central concepts: General consumer innovativeness Knowledge about the alternative fuel vehicle (AFV) technology

9 Diffusion of Innovation TheoryRogers (2000):  Innovation – innovative product  Communication channels  Social context  Time dimension  Consumer segments  Stages of change  Rate of adoption

10 Diffusion of Innovation Theory testingBenefits for result applicability: Ability to construct a dynamic adoption strategy targeting key antecedents of a particular consumer segment at a particular stage of adoption Challenges for empirical studies: (ex-ante) consumer segment identification

11 Methodology

12 Procedure for consumer segment identificationSegment diagnostic: descriptions of consumer types in the context of buying of an innovative vehicle Segment validation: General consumer innovativeness (Vandecasteele and Geuens (2010) and Jager (2009)) Knowledge about alternative vehicle technology Modelling EV adoption: PMT framework to predict adoption Various predictors for various consumer segments

13 Questionnaire June 2012 Internet survey (ab. 30 min)Existing commercial panel (N = 2,974) Representative sample of Dutch drivers / population Age Education Gender

14 Empirical study: measures

15 Identification of Consumer SegmentsImagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who rather appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

16 General innovativenessMeasures innovativeness of individuals with respect to purchase, possession and use of innovative products in general four dimensions GENERAL INNOVATIVENESS (12 items, 6-point scale) M = 2.419; SD = .965; alpha =.932

17 General innovativeness(12 items, 6-point scale) M = 2.419; SD = .965; alpha =.932 HEDONIC (4 items) M = 2.791 SD = alpha = 0.900 SYMBOLIC M = 2.241 SD = alpha = 0.898 SOCIAL INFLUENCE (2 items) M = 2.198 SD = alpha = 0.727 INFORMA-TIONAL M = 2.253 SD = 1.224 alpha = 0.907 Enjoyment connected to purchase / use / possession of an innovative product An innovative product that distinguishes me from others Others take account of my approval of an innovative product Others consult me on innovative products

18 Knowledge about AFV technologyMeasures subjective knowledge about alternative vehicle technology and its advantages and disadvantages relative to conventional fuel technology; ability to explain the differences between AFV and CV. KNOWLEDGE ABOUT AFVs (3 items, 6-point scale) M = 2.980; SD = 1.293; alpha =.912

19 EV adoption measures EV EVALUATION (1 item, M = -0.6, SD = 2.44)measures individual overall evaluation of EV’s advantages and disadvantages INTENTION (3 items, M = 2.83, SD = 1.26, α = .83) measures individual interest in an EV and intention to consider EV as one of the options when buying a next car, and to buy an EV EV ACCEPTABILITY (1 item, M = 4.22, SD = 1.51) measures individual acceptability that in the long-run EVs should replace fossil fuel vehicles Policy ACCEPTABILITY (4 items, M = 4.62, SD = 1.18, α = .90) measures individual acceptability of policy facilitating EV purchase and use

20 Empirical results: SEGMENT DESCRIPTION

21 Consumer segments EV adoption study

22 Innovativeness and Knowledge per consumer segmentAll segments stat. differ from each other exc. INN & EA

23 4 Dimensions of Innovativeness per consumer segment

24 Average scores for EV adoption measures: Overall EV EVALUATION,Average scores for EV adoption measures: Overall EV EVALUATION, policy ACCEPTABILITY, INTENTION to buy an EV, general EV ACCEPTABILITY

25 Average scores for EV adoption measures: Overall EV EVALUATION,Average scores for EV adoption measures: Overall EV EVALUATION, policy ACCEPTABILITY, INTENTION to buy an EV, general EV ACCEPTABILITY

26 Empirical results: SEGMENT VALIDATION

27 Segment membership model ordered logit

28 Segment membership model ordered logitINNOV.hedonic -.633 Cons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) n.s. INNOV.symbolic n.s. INNOV.soc.influence -.213 INNOV.informational

29 Segment membership model ordered logitINNOV.hedonic -.633 Cons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) n.s. INNOV.symbolic n.s. INNOV.soc.influence -.213 INNOV.informational -.368 KNOWLEDGE

30 Segment membership model ordered logitGender INNOV.hedonic R2 = .353 -.633 n.s. Cons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) n.s. .016 Age INNOV.symbolic -.458 n.s. Education INNOV.soc.influence -.213 -.055 -.368 Income INNOV.informational KNOWLEDGE

31 Empirical results: MEDIATION IN SEGMENT MEMBERSHIP

32 Segment membership model 1 mediation analysisCons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) INNOV. informational INNOV. soc. influence -.759 -.206 R2=.449 R2=.205 -.026 (n.s.) -.237 PROCESS. Controls: Age, Education and INCOME

33 Segment membership model 2 mediation analysisCons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) INNOV. informational INNOV. hedonic -.604 -.329 R2=.339 R2=.286 -.261 -.113 PROCESS. Controls: Age, Education and INCOME

34 Segment membership model 3 mediation analysisCons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) INNOV. informational INNOV. symbolic -.632 -.292 R2=.328 R2=.245 -.193 -.157 PROCESS. Controls: Age, Education and INCOME

35 Segment membership model 4 mediation analysisCons. SEG 1 (INN) 2 (EA) 3 (EM) 4 (LM) 5 (TR) INNOV. informational INNOV. symbolic R2=.328 -.632 -.109 -.292 R2=.287 -.020 (n.s.) -.249 -.817 INNOV. hedonic R2=.610 PROCESS. Controls: Age, Education and INCOME

36 Empirical results: EV ADOPTION PER SEGMENT

37 A PMT model for EV adoption

38 PMT Motivators for EV adoption by consumer segmentEARLY MAJ. VULN-TY SEVERITY SELF-EFF-CY REWARDS (cv) COSTS (ev) RESP.EFF-CY INTENTION TO BUY AN EV R2 = .408 BENEFITS (ev) INN. & EA VULN-TY SEVERITY SELF-EFF-CY REWARDS (cv) COSTS (ev) RESP.EFF-CY INTENTION TO BUY AN EV R2 = .431 BENEFITS (ev) LATE MAJ. VULN-TY SEVERITY SELF-EFF-CY REWARDS (cv) COSTS (ev) RESP.EFF-CY INTENTION TO BUY AN EV R2 = .440 BENEFITS (ev) TRAD-STS VULN-TY SEVERITY SELF-EFF-CY REWARDS (cv) COSTS (ev) RESP.EFF-CY INTENTION TO BUY AN EV R2 = .376 BENEFITS (ev)

39 Conclusions

40 Conclusions Distribution of consumers over the segments in line with theoretical prediction The average scores of knowledge about AFVs decrease together with progression of adopter segments The average scores of the four innovativeness dimensions decrease together with progression of adopter segments hedonic, symbolic, social influence and informational Knowledge and innovativeness are important determinants of segment membership dit heb je niet laten zien, dan zou je regressie moeten doen, of zeg segmenten verschillen vooral in…(en dan evt toevoegen als subpunt: geldt voor alle vier dimensies van innovativeness) There are differences across the segments in EV adoption in the expected direction

41 Thank you!

42 Additional slides

43 ‘Close’ measures of adoptionOVERALL EV EVALUATION Taking everything into consideration, how would you evaluate the advantages of a fully electric vehicle against its disadvantages? Your score may vary between -5 and +5. The meaning of the scores: -5 to -1: an electric vehicle has predominantly disadvantages, 0: the advantages and disadvantages are about equal +1 to +5: an electric vehicle has predominantly advantages. INTENTION (Cr.alpha = .827) Taking everything into consideration, to what extent would you agree with the following statements? (0 = completely disagree; 5 = completely agree) I would now buy an electric car I would consider an electric vehicle when purchasing a (next) car I am interested in an electric vehicle

44 ‘Distant’ measures of adoptionGeneral EV ACCEPTABILITY (0 = fully disagree; 5 = fully agree) Taking everything into consideration, to what extent do you agree that electric vehicles should replace fossil fuel vehicles in the long run? Policy ACCEPTABILITY (Cr.alpha = .903) I find it acceptable that: …policy should be in place in order to stimulate the purchase of electric vehicles …policy should be in place in order to stimulate the use of electric vehicles …purchase of electric vehicles is subsidised (e.g. with a purchase subsidy or a higher exchange value) …use of electric vehicles is subsidised (e.g. with exemption from road tax).

45 Identification of Consumer SegmentsImagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

46 Knowledge about AFV technologyPlease indicate for how much you agree with the following statements concerning your knowledge about alternative vehicle technologies (such as fuel cell vehicles, electric or hybrid vehicles). (Items measured on a 6-point scale: 0 – fully disagree to 5 – fully agree) I have knowledge about alternative vehicle technologies. I know which advantages and disadvantages alternative vehicle technologies have compared to a gasoline vehicle. I can explain which differences there are between alternative vehicle technologies and a gasoline vehicle (for example, in terms of environmental effects, functionality)

47 General innovativeness measureThe following statements are related to your opinion about innovative products in general. For each of the following statements please mark for how far you agree or disagree with it. (Items measured on a 6-point scale: 0 - entirely disagree to 5 – entirely agree) I like to own a innovative product that distinguishes me from others who do not own this new product. Using innovations gives me a sense of personal enjoyment. I love to use innovations that impress others. I prefer to try innovative products with which I can present myself to other people. Acquiring innovative products makes me happier. It gives me a good feeling to possess innovative products. I like to outdo others, and I prefer to do this by buying innovative products which they do not have. Innovative products make my life exciting and stimulating. People I know are influenced by my acceptance of their purchasing the newest products and brands People I know often consult me to help choose the best innovative product available on the market. People I know think it is important that I like the products and brands they buy. People I know frequently gather information from me about a product before they buy one. HEDONIC (4 items, alpha =.900)

48 General innovativeness measureThe following statements are related to your opinion about innovative products in general. For each of the following statements please mark for how far you agree or disagree with it. (Items measured on a 6-point scale: 0 - entirely disagree to 5 – entirely agree) I like to own a innovative product that distinguishes me from others who do not own this new product. Using innovations gives me a sense of personal enjoyment. I love to use innovations that impress others. I prefer to try innovative products with which I can present myself to other people. Acquiring innovative products makes me happier. It gives me a good feeling to possess innovative products. I like to outdo others, and I prefer to do this by buying innovative products which they do not have. Innovative products make my life exciting and stimulating. People I know are influenced by my acceptance of their purchasing the newest products and brands People I know often consult me to help choose the best innovative product available on the market. People I know think it is important that I like the products and brands they buy. People I know frequently gather information from me about a product before they buy one. SYMBOLIC (4 items, alpha =.898)

49 General innovativeness measureThe following statements are related to your opinion about innovative products in general. For each of the following statements please mark for how far you agree or disagree with it. (Items measured on a 6-point scale: 0 - entirely disagree to 5 – entirely agree) I like to own a innovative product that distinguishes me from others who do not own this new product. Using innovations gives me a sense of personal enjoyment. I love to use innovations that impress others. I prefer to try innovative products with which I can present myself to other people. Acquiring innovative products makes me happier. It gives me a good feeling to possess innovative products. I like to outdo others, and I prefer to do this by buying innovative products which they do not have. Innovative products make my life exciting and stimulating. People I know are influenced by my acceptance of their purchasing the newest products and brands People I know often consult me to help choose the best innovative product available on the market. People I know think it is important that I like the products and brands they buy. People I know frequently gather information from me about a product before they buy one. SOCIAL INFL. (2 items, alpha =.727)

50 General innovativeness measureThe following statements are related to your opinion about innovative products in general. For each of the following statements please mark for how far you agree or disagree with it. (Items measured on a 6-point scale: 0 - entirely disagree to 5 – entirely agree) I like to own a innovative product that distinguishes me from others who do not own this new product. Using innovations gives me a sense of personal enjoyment. I love to use innovations that impress others. I prefer to try innovative products with which I can present myself to other people. Acquiring innovative products makes me happier. It gives me a good feeling to possess innovative products. I like to outdo others, and I prefer to do this by buying innovative products which they do not have. Innovative products make my life exciting and stimulating. People I know are influenced by my acceptance of their purchasing the newest products and brands People I know often consult me to help choose the best innovative product available on the market. People I know think it is important that I like the products and brands they buy. People I know frequently gather information from me about a product before they buy one. INFORMA-TIONAL (2 items, alpha =.907)

51 Consumer segments Imagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

52 Consumer segments Imagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

53 Consumer segments Imagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

54 Consumer segments Imagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

55 Consumer segments Imagine that you are going to buy a new car. Which of the following narratives describes you best? (choose one of the following statements) (INN) I am a type of person who closely follows new technological developments and who dares taking risks by being the first one to purchase an innovative vehicle. (EA)  I am a type of person who envisions potential advantages in an innovative vehicle and who is one of the first to make use of these advantages and to profit from those. (EM) I am a type of person who is interested in innovative vehicles but at the same time is pragmatic. First I would like to take time and be persuaded about the advantages that an innovative vehicle possesses. My decisions are (mainly) based on the recommendations of existing users. (LM)  I am a type of person who is not thrilled by innovative vehicles, but who appreciates security. It is safe to purchase an innovative vehicle when it has been on the market for some while and offers obvious advantages. (TR)  I am a type of person who has little affiliation with innovative vehicles; such vehicles should first prove themselves on the market. I do not like change and I purchase an innovative vehicle only when the existing model is not produced anymore.

56 Context of the study Conventional fuel vehicles (CV) causeenvironmental pollution (air pollution, noise, CO2) oil dependency Full electric vehicle (EV) Benefits Collective: tangible – EV can address environmental and energy security problems Individual: intangible – symbolic, hedonic, affective, altruistic, monetary (lower op.costs, but postponed in time) Potential: individual and collective – part of sustainable energy network Costs Monetary (high purchasing price) Switching costs (uncertainty related to a new product) Functional (new driving and charging routines)

57 Protection Motivation Theory(Rodgers, 1983) PMT for pro-environmental behavior Env. unfriendly product / practice Env. friendly product / practice 57

58 PMT measures (all on a 6 point scale)SEVERITY (cv) (7 items) Cr.alpha = 0.84, M = 4.40 VULNERABILITY (cv) (7 items) Cr.alpha = 0.85, M = 3.96 REWARDS (cv) (8 items) Cr.alpha = 0.75, M = 4.48 RESPONSE EFFICACY (ev) (7 items) Cr.alpha = 0.85, M = 4.67 SELF EFFICACY (ev) (8 items) Cr.alpha = 0.66, M = 4.15 COSTS (ev) (13 items) Cr.alpha = 0.79, M = 4.21 ENVIRONMENTAL Noise nuisance Worsening air quality Environmental problems CO2 and climate change Exhaustion of fossil fuels ENERGY SECURITY Dependency on other countries in fuel imports Volatility in fuel prices

59 PMT measures (all on a 6 point scale)SEVERITY (cv) (7 items) Cr.alpha = 0.84, M = 4.40 VULNERABILITY (cv) (7 items) Cr.alpha = 0.85, M = 3.96 REWARDS (cv) (8 items) Cr.alpha = 0.75, M = 4.48 RESPONSE EFFICACY (ev) (7 items) Cr.alpha = 0.85, M = 4.67 SELF EFFICACY (ev) (8 items) Cr.alpha = 0.66, M = 4.15 COSTS (ev) (13 items) Cr.alpha = 0.79, M = 4.21 FUNCTIONAL a CV can be used at any time if necessary AFFECTIVE comfort that a CV offers SYMBOLIC a CV states who I am

60 PMT measures (all on a 6 point scale)SEVERITY (cv) (7 items) Cr.alpha = 0.84, M = 4.40 VULNERABILITY (cv) (7 items) Cr.alpha = 0.85, M = 3.96 REWARDS (cv) (8 items) Cr.alpha = 0.75, M = 4.48 RESPONSE EFFICACY (ev) (7 items) Cr.alpha = 0.85, M = 4.67 SELF EFFICACY (ev) (8 items) Cr.alpha = 0.66, M = 4.15 COSTS (ev) (13 items) Cr.alpha = 0.79, M = 4.21 ALTERNATIVES taking shorter routes arranging alternative transportation for long trips CHARGING readiness to make use of charging possibilities at home, at work and in public places

61 PMT measures (all on a 6 point scale)SEVERITY (cv) (7 items) Cr.alpha = 0.84, M = 4.40 VULNERABILITY (cv) (7 items) Cr.alpha = 0.85, M = 3.96 REWARDS (cv) (8 items) Cr.alpha = 0.75, M = 4.48 RESPONSE EFFICACY (ev) (7 items) Cr.alpha = 0.85, M = 4.67 SELF EFFICACY (ev) (8 items) Cr.alpha = 0.66, M = 4.15 COSTS (ev) (13 items) Cr.alpha = 0.79, M = 4.21 PERFORMANCE high purchasing price, limited range, long charging times, high frequency of charging, behavioral changes related to EV use UNCERTAINTY concerning the battery, road safety, maintenance EV resale price

62 Segment membership model OLS