Consumer motivations for sustainable consumption: The interaction of gain, normative and hedonic motivations on electric vehicle adoption
基于瑞典车主调查，研究发现收益、规范和享乐三种动机共同影响电动汽车购买意愿，且高社会规范感知下享乐动机作用更强、收益动机不显著，对精准营销有启示。
Abstract Recent conceptual studies identify gain, normative and hedonic factors as three categories of motivations of consumer proenvironmental behavior. However, empirical understanding of how these motivations interact and affect proenvironmental behavior is limited. This study is based on a survey of car owners in Sweden ( N = 573) and uses structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger, and the direct effect of gain motivations is insignificant. The business strategy implications indicate that targeting consumers who perceive high social norms in relation to proenvironmental behavior and communicating the hedonic and normative aspects of proenvironmental behaviors to this group might be more effective than general mass communication.