Plugging into the future: A qualitative study of consumer trends and purchasing intention of electric vehicles

Deniz Yalçıntaş; Deniz Akgül

doi:10.35208/ert.1697714

Authors

Deniz Yalçıntaş Independent Researcher, Adana, Türkiye https://orcid.org/0000-0001-6436-7221
Deniz Akgül Altınbaş University, Department of International Trade and Finance https://orcid.org/0000-0002-5143-7267

DOI:

https://doi.org/10.35208/ert.1697714

Keywords:

Electric vehicles, customer decision, purchase intention, purchase motivation, sustainability

Abstract

Electric vehicles (EVs) are considered a crucial method for sustainable development due to their ability to reduce environmental impact and conserve non-renewable fuel supplies throughout their lifetime. The purpose of this study was to investigate the variables that affect consumers' intentions to buy EVs. These variables included network externality, price acceptability, usage cost, performance concerns, government subsidies, infrastructure for charging EVs, and environmental consciousness. This study's results, carried out with reflexive thematic analysis, provide significant new insights into the variables that influence EV buying intentions. The themes identified highlight the importance of usage cost, pricing acceptability, and network externality in shaping customer choices. Performance advantages and environmental concerns further enhance the allure of EVs. This study aims to shed light on consumer behavior regarding EVs by considering a range of influencing factors and pointing out the value of comprehensive knowledge in boosting EV adoption.

Downloads

Download data is not yet available.

References

[1]. X. Huang, J. Ge, “Electric vehicle development in Beijing: An analysis of consumer purchase intention,” Journal of Cleaner Production, Vol 216, pp. 361-372, 2019.

[2]. Z. Gao, H. Xie, X. Yang, L. Zhang, H. Yu, W. Wang, ... S. Chen, “Electric vehicle lifecycle carbon emission reduction: a review,” Carbon Neutralization Vol. 2(5), pp. 528-550, 2023.

[3]. O. Arslan, B. Yıldız, O. Ekin Karaşan, “Impacts of battery characteristics, driver preferences and road network features on travel costs of a plug-in hybrid electric vehicle (PHEV) for long-distance trips,” Energy Policy, Vol. 74, pp. 168-178, 2014.

[4]. H. S. Das, M.M. Rahman, S. Li, C.W. Tan, “Electric vehicles standards, charging infrastructure, and impact on grid integration: a technological review,” Renewable and Sustainable Energy Reviews, Vol. 120, Article 109618, 2020.

[5]. K. Liu, K. Li, Q. Peng, C. Zhang, “A brief review on key technologies in the battery management system of electric vehicles,” Frontiers of Mechanical Engineering, Vol.14, pp. 47-64, 2019.

[6]. Y. N. Sang, H.A. Bekhet, “Exploring factors influencing electric vehicle usage intention: an empirical study in Malaysia,” International Journal of Business and Society, Vol. 16(1), pp. 57-74, 2015.

[7]. J. Wu, H. Liao, J.W. Wang, T. Chen, “The role of environmental concern in the public acceptance of autonomous electric vehicles: a survey from China,” Transportation Research Part F: Traffic Psychology and Behaviour, Vol. 60, pp. 37-46, 2019.

[8]. T. Muneer, R. Milligan, I. Smith, A. Doyle, M. Pozuelo, M. Knez, “Energetic, environmental and economic performance of electric vehicles: experimental evaluation,” Transportation Research Part D: Transport and Environment, Vol. 35, pp. 40-61, 2015.

[9]. S. Küfeoğlu, D.K.K. Hong, “Emissions performance of electric vehicles: a case study from the United Kingdom,” Applied Energy, Vol. 260, Article 114241, 2020.

[10]. International Energy Agency Report “Outlook for electric mobility”, 2024. https://www.iea.org/reports/global-ev-outlook-2022 Accessed on March 8, 2025.

[11]. Turkish Statistical Institute, “Motor Vehicles Report”, 2024. https://data.tuik.gov.tr. Accessed on January 18, 2025.

[12]. B. Lin, W. Wu, “Why people want to buy electric vehicle: an empirical study in first-tier cities of China,” Energy Policy, Vol. 112, pp. 233-241, 2018.

[13]. O. Egbue, S. Long, “Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions”, Energy Policy, Vol. 48, pp. 717–729, 2012.

[14]. Z. Rezvani, J. Jansson, J. Bodin, “Advances in consumer electric vehicle adoption research: A review and research agenda”, Transportation Research Part D, Vol. 34, pp. 122–136, 2015.

[15]. I. Ajzen, “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, Vol. 50(2), pp. 179–211, 1991.

[16]. S. Bamberg, M. Hunecke, A. Blöbaum, “Social context, personal norms and the use of public transportation”, Journal of Environmental Psychology, Vol. 27(3), pp. 190–203, 2007.

[17]. I. Moons, P. De Pelsmacker, “Emotions as determinants of electric car usage intention”, Journal of Marketing Management, Vol. 28(3–4), pp. 195–237, 2012.

[18]. A. L. Hauslbauer, J. Schade, C. E. Drexler, “Extending the theory of planned behavior to predict and nudge toward the subscription to a public transport ticket”, European Transport Research Review, Vol 14, pp. 5, 2022.

[19]. I. Knez, B. K. Sovacool, T. Schwanen, “Public perceptions of EV subsidies in Europe”, Energy Research & Social Science, Vol. 71, 101838, 2021.

[20]. J. Axsen, K. S. Kurani, “Interpersonal influence in the early plug-in hybrid market”, Transportation Research Part D, Vol. 16(2), pp. 150–159, 2011.

[21]. J. D. Oliver, S. H. Lee, “Hybrid car purchase intentions”, International Journal of Consumer Studies, Vol. 34(1), pp. 97–105, 2010.

[22]. V. Figueiredo, G. Baptista, “Electric vehicles sustainability and adoption factors”, Urban Science, Vol. 9(8), pp. 311, 2025.

[23]. J. Šehović, D. Bibić, “Energy sources as a function of electric vehicle emission: The case of Bosnia and Herzegovina”, Environmental Research and Technology, Vol. 7(2), pp. 149-159, 2024.

[24]. Y. Zhou, B. Wang, Y. Shi, L. Zhang, “Social influence and EV adoption”, Transportation Research Part D, Vol. 79, 102220, 2020.

[25]. T. Franke, J. F. Krems, M. Maier, “User experience with range and charging of electric vehicles: Insights from a field study”, Transportation Research Part F: Traffic Psychology and Behaviour, Vol. 21, pp. 75–85, 2012.

[26]. P. C. Stern, T. Dietz, T. Abel, G. A. Guagnano, L. Kalof, “A value-belief-norm theory of support for social movements”, Human Ecology Review, Vol. 6(2), pp. 81–97, 1999.

[27]. N. Kim, K. Lee, “Environmental consciousness, purchase intention, and actual purchase behavior of eco-friendly products: the moderating impact of situational context,” International Journal of Environmental Research and Public Health, Vol. 20(7), Article 5312, 2023.

[28]. M. Canbulat, İ. Alkara, “Which one is greener for the consumer? Product emission comparison between diesel and battery electric vehicles”, Environmental Research and Technology, Vol. 8(1), pp. 44-56, 2025.

[29]. A. Bandura, “Self-efficacy: toward a unifying theory of behavioral change”, Psychological Review, Vol. 84 (2), pp. 191–215, 1977.

[30]. A. Pamidimukkala, S. Kermanshachi, J. Michael Rosenberger, G. Hladik, “Utilizing extended theory of planned behavior to evaluate consumers’ adoption ıntention of electric vehicles” Green Energy Intelligent Transportation, Vol 4(5), 100258, 2025.

[31]. G. P. Mishra, K. L. Mishra, S. N. Sahdeo, “An empirical study of the synergistic effect of the Theory of Planned Behaviour (TPB) & Unified Theory of Acceptance and Use of Technology (UTAUT) with reference to the purchase ıntention of electric vehicles (EVS)”, Advances in Consumer Research, Vol. 2, pp. 34-45, 2025.

[32]. B. K. Sovacool, J. Axsen, S. Sorrell, “Promoting novelty, rigor, and style in energy social science: Towards codes of practice for appropriate methods and research design”, Energy Research & Social Science, Vol. 45, pp. 12–42, 2018.

[33]. R. Ozaki, R., K. Sevastyanova, “Going hybrid: An analysis of consumer purchase motivations, Energy Policy, Vol. 39(5), pp. 2217–2227, 2011.

[34]. M. Barth, P. Jugert, I. Fritsche, “Still underdetected–Social norms and collective efficacy predict the acceptance of electric vehicles in Germany,” Transportation Research Part F: Traffic Psychology Behavior, Vol. 37, pp. 64–77, 2016.

[35]. A.C. Mersky, F. Sprei, C. Samaras, Z.S. Qian, “Effectiveness of incentives on electric vehicle adoption in Norway,” Transportation Research Part D: Transport and Environment, Vol. 46, pp. 56-68, 2016.

[36]. G. Haddadian, M. Khodayar, M. Shahidehpour, “Accelerating the global adoption of electric vehicles: barriers and drivers,” The Electricity Journal, Vol. 28(10), pp. 53-68, 2015.

[37]. D. Sun, F. Kyere, A.K. Sampene, D. Asante, N.Y.G. Kumah, “An investigation on the role of electric vehicles in alleviating environmental pollution: evidence from five leading economies,” Environmental Science and Pollution Research, Vol. 30(7), pp. 18244-18259, 2022.

[38]. N. Wang, H. Pan, W. Zheng, “Assessment of the incentives on electric vehicle promotion in China,” Transportation Research Part A: Policy and Practice, Vol. 101, pp. 177–189, 2017.

[39]. M. Bockarjova, L. Steg, “Can protection motivation theory predict pro-environmental behavior? Explaining the adoption of electric vehicles in the Netherlands,” Global Environmental Change, Vol. 28, pp. 276–288, 2014.

[40]. G. Pasaoglu, D. Fiorello, A. Martino, L. Zani, A. Zubaryeva, C. Thiel, “Travel patterns and the potential use of electric cars–Results from a direct survey in six European countries,” Technological Forecasting and Social Change, Vol. 87, pp. 51–59, 2013.

[41]. S. Carley, S. Siddiki, S. Nicholson-Crotty, “Evolution of plug-in electric vehicle demand: Assessing consumer perceptions and intent to purchase over time,” Transportation Research Part D: Transport and Environment, Vol. 70, pp. 94–111, 2019.

[42]. P. Plötz, U. Schneider, J. Globisch, E. Dütschke, “Who will buy electric vehicles? Identifying early adopters in Germany,” Transportation Research Part A: Policy and Practice, Vol. 67, pp. 96–109, 2014.

[43]. A. Peters, E. Dütschke, “How do consumers perceive electric vehicles? A comparison of German consumer groups,” Journal of Environmental Policy and Planning, Vol. 16(3), pp. 359–377, 2014.

[44]. B. Junquera, B. Moreno, R. Álvarez, “Analyzing consumer attitudes towards electric vehicle purchasing intentions in Spain: technological limitations and vehicle confidence,” Technological Forecasting and Social Change, Vol. 109, pp. 6–14, 2016.

[45]. F. Schmalfuß, K. Mühl, J. F. Krems, “Direct experience with battery electric vehicles (BEVs) matters when evaluating vehicle attributes, attitude and purchase intention,” Transportation Research Part F: Traffic Psychology and Behaviour, Vol. 46, pp. 47–69, 2017.

[46]. L. Han, S. Wang, D. Zhao, J. Li, “The intention to adopt electric vehicles: driven by functional and non-functional values,” Transportation Research Part A: Policy and Practice, Vol. 103, pp. 185–197, 2017.

[47]. M. K. Kim, J. Oh, J. H. Park, C. Joo, “Perceived value and adoption intention for electric vehicles in Korea: moderating effects of environmental traits and government supports,” Energy, Vol. 159, pp. 799–809, 2018.

[48]. G. Cecere, N. Corrocher, M. Guerzoni, “Price or performance? A probabilistic choice analysis of the intention to buy electric vehicles in European countries,” Energy Policy, Vol. 118, pp. 19–32, 2018.

[49]. A. S. Darup, M. Guillen, X. Piulachs, “Consumer preferences for electric vehicles in Germany,” International Journal of Transportation Economies, Vol. 45, pp. 97–122, 2018.

[50]. Ö. Simsekoglu, A. Nayum, “Predictors of intention to buy a battery electric vehicle among conventional car drivers,” Transportation Research Part F: Traffic Psychology and Behaviour, Vol. 60, pp. 1–10, 2019.

[51]. T. Okada, T. Tamaki, S. Managi, “Effect of environmental awareness on purchase intention and satisfaction pertaining to electric vehicles in Japan,” Transportation Research Part D: Transport and Environment, Vol. 67, pp. 503–513, 2019.

[52]. C. Yang, J. C. Tu, Q. Jiang, “The influential factors of consumers’ sustainable consumption: a case on electric vehicles in China,” Sustainability, Vol. 12(8), Article 3496, 2020.

[53]. F. Golbabaei, T. Yigitcanlar, A. Paz, J. Bunker, “Individual predictors of autonomous vehicle public acceptance and intention to use: a systematic review of the literature,” Journal of Open Innovation: Technology, Market, and Complexity, Vol. 6(4), pp. 106, 2020.

[54]. S. Asadi, M. Nilashi, S. Samad, R. Abdullah, M. Mahmoud, M.H. Alkinani, E. Yadegaridehkordi, “Factors impacting consumers’ intention toward adoption of electric vehicles in Malaysia,” Journal of Cleaner Production, Vol. 282, Article 124474, 2021.

[55]. Z. A. Lashari, J. Ko, J. Jang, “Consumers’ intention to purchase electric vehicles: influences of user attitude and perception,” Sustainability, Vol. 13(12), Article 6778, 2021.

[56]. T. Shu, Z. Wang, L. Lin, H. Jia, J. Zhou, “Customer perceived risk measurement with NLP method in electric vehicles consumption market: empirical study from China,” Energies, Vol. 15(5), pp. 1637, 2022.

[57]. I. Gunawan, A.A.N.P. Redi, A.A. Santosa, M.F.N. Maghfiroh, A.H. Pandyaswargo, A.C. Kurniawan, “Determinants of customer intentions to use electric vehicle in Indonesia: an integrated model analysis,” Sustainability, Vol. 14(4), Article 1972, 2022.

[58]. U. Chawla, R. Mohnot, V. Mishra, H.V. Singh, A.K. Singh, “Factors influencing customer preference and adoption of electric vehicles in India: a journey towards more sustainable transportation,” Sustainability, Vol. 15(8), Article 7020, 2023.

[59]. N. Shanmugavel, C. Alagappan, “An exploration on electric vehicle purchase intention,” International Journal of Electric and Hybrid Vehicles, Vol. 15(1), pp. 22–39, 2023.

[60]. E. Uzel, “Araç kullananların temel güdülerinin elektrikli araç satın alma niyetine etkisi: İstanbul’da araç kullananlar üzerine kantitatif bir çalışma,” Proceeding of the 20. National Marketing Congress, pp. 365–376, 2015.

[61]. H. Paşalıoğlu, H. Cengiz, “Tüketici yaşam tarzının elektrikli araçları satın alma niyeti üzerine etkisi: Tüketici yenilikçiliği, tüketici benzersizliği ve keşifsel davranışların aracılık etkisi,” Proceedings of the International Congress on Business and Marketing, pp. 35–45, 2019.

[62]. A. Demir, “Türkiye’nin otomobili’nin GZFT analizi,” ESAM Ekonomik ve Sosyal Araştırmalar Dergisi, Vol. 1(1), pp. 24–46, 2020.

[63]. İ. Avcı, “Yerli markalı otomobil satın alma niyetinde etnosentrizm, ülke imajı ve yenilikçiliğin etkisi: Türkiye’nin otomobili (TOGG) bağlamında bir araştırma,” Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol. 20, pp. 439–466, 2020.

[64]. E. Kocagöz, Ç.S. İğde, G. Çetindağ, “Elektrikli ve akıllı, yerli ve milli: Türkiye’nin Otomobili Girişim Grubu’nun tanıttığı araçlara yönelik tüketicilerin ilk değerlendirmeleri,” Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 49, pp. 55–74, 2020.

[65]. O. Güller, “Yeşil pazarlama anlayışının tüketicilerin hibrit ve elektrikli otomobil satın alma tercihleri üzerine etkisi”, Master's thesis, Ankara Hacı Bayram Veli Üniversitesi, Ankara, Mart 2021.

[66]. E. Kocagöz, Ç. S. İğde, “Elektrikli araç satın alma niyetini hangi faktörler etkiler? bir tüketici araştırması,” Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, Vol. 19(Special Issue), pp. 104–120, 2022.

[67]. H. Uslu, O. Demirel, “Elektrikli otomobil satın alma istekliliğini etkileyen faktörler: Konya ili örneği,” Süleyman Demirel Üniversitesi Vizyoner Dergisi, Vol. 13(35), pp. 961–975, 2022.

[68]. A. Yılmaz, “Reklam mecrası Instagram: TOGG ve Günsel elektrikli otomobil markaları üzerine ampirik bir araştırma,” Erciyes İletişim Dergisi, Vol. 7(2), pp. 895–915, 2020.

[69]. Ü. Pala, M. Mola, “Perception and technology acceptance of electric cars by potential users in Türkiye,” Endüstri Mühendisliği, Vol. 33(2), pp. 265–288, 2022.

[70]. Y. R. Yin, Y. Li, Y. Zhang, “Influencing factor analysis of household electric vehicle purchase intention of HaiNan Free Trade Port under the background of low-carbon lifestyle,” Energy Reports, Vol. 8, pp. 569–579, 2022.

[71]. T. F. Thormann, P. Wicker, M. Braksiek, “Stadium travel and subjective well-being of football spectators,” Sustainability, Vol. 14, Article 7278, 2022.

[72]. V. Braun, V. Clarke, “Using thematic analysis in psychology,” Qualitative Research in Psychology, Vol. 3(2), pp. 77-101, 2006.

[73]. V. Braun, V. Clarke, “Reflecting on reflexive thematic analysis”, Qualitative Research in Sport, Exercise and Health, Vol. 11(4), pp. 589-597, 2019.

[74]. G. Guest, A. Bunce, L. Johnson, “How many interviews are enough?: An experiment with data saturation and variability”, Field Methods, Vol. 18(1), pp. 59–82, 2006.

[75]. K. Vasileiou, J. Barnett, S. Thorpe, T. Young, “Characterising and justifying sample size sufficiency in interview-based studies: systematic analysis of qualitative health research over a 15-year period,” BMC Med Res Methodol, Vol. 18(1), pp. 148, 2018.

[76]. J. Axsen, B. Langman, S. Goldberg, “Confusion of innovations: mainstream consumer perceptions and misperceptions of electric-drive vehicles and charging programs in Canada,” Energy Research and Social Science, Vol. 27, pp. 163–173, 2017.

[77]. X. Zhang, K. Wang, Y. Hao, J.L. Fan, Y.M. Wei, “The impact of government policy on preference for NEVs: the evidence from China,” Energy Policy, Vol. 61, pp. 382–393, 2013.

[78]. Official Gazette, “Motorlu taşıtlar vergisi genel tebliği” Notification, No:56, https://www.resmigazete.gov.tr/eskiler/2023/12/20231230M2-6.pdf, Accessed on May 12, 2024.

[79]. S. J. Wang, J. Wang, J. Li, and L. Liang, “Policy implications for promoting the adoption of electric vehicles: do consumer’s knowledge, perceived risk and financial incentive policy matter?” Transportation Research Part A: Policy and Practice, Vol. 117, pp. 58–69, 2018.

[80]. K. Degirmenci, M.H. Breitner, “Consumer purchase intentions for electric vehicles: is green more important than price and range?,” Transportation Research Part D: Transport and Environment, Vol. 51, pp. 250-260, 2017.

[81]. S. Kim, J. Lee, C. Lee, “Does driving range of electric vehicles influence electric vehicle adoption?” Sustainability, Vol. 9(10), Article 1783, 2017.

[82]. V. Kumar, A. K. Kaushik, F. Noravesh, R. Sindhwani & K. Mathiyazhagan, “Green drives: Understanding how environmental propensity, range and technological anxiety shape electric vehicle adoption intentions.” Technological Forecasting and Social Change, Vol. 210, 123859, 2025.

[83]. S. Skippon, M. Garwood, “Responses to battery electric vehicles: UK consumer attitudes and attributions of symbolic meaning following direct experience to reduce psychological distance,” Transportation Research Part D: Transport and Environment, Vol. 16(7), 525–531, 2011.

[84]. V. Ramadani, B. Armutcu, N. Reshidi, A. Tan & E. İnce, “Antecedents of electric vehicle purchasing behaviors: Evidence from Türkiye.” Business Ethics, the Environment & Responsibility, Vol. 34(2), pp. 456-472, 2025.

[85]. S. K. Tripathi, R. Kant & R. Shankar, “Evaluation and ranking of the solutions to mitigate electric vehicle adoption risk.” Environment, Development and Sustainability, Vol. 26(21), pp. 1234-1256, 2024

[86]. H. Hao, X. Ou, J. Du, H. Wang, M. Ouyang, “China's electric vehicle subsidy scheme: rationale and impacts,” Energy Policy, Vol. 73, pp. 722–732, 2014.

[87]. M. Miotti, G. J. Supran, E. J. Kim, J. E. Trancik, “Personal vehicles evaluated against climate change mitigation targets,” Environmental Science & Technology, Vol. 50(20), pp. 10795-10804, 2016.

[88]. R. Yadav, G. S. Pathak, “Young consumers' intention towards buying green products in a developing nation: extending the theory of planned behavior,” Journal of Cleaner Production, Vol. 135, pp. 732–739, 2016.

[89]. S. K. Tripathi, R. Kant & R. Shankar, "Ranking the performance outcomes of electric vehicle adoption due to its enablers for achieving SDGs and net-zero emissions", Management of Environmental Quality, pp. 123-145, 2025.

[90]. S. K.F Tripathi, R. Kant & R. Shankar, “Investigating the electric vehicle adoption initiatives for achieving sustainable development goals.” Sustainable Futures, Vol. 9, 100469, 2025.