The roles of gender and parenthood in electric vehicle adoption

In the United States, women own roughly half of all vehicles, but only 28% of electric vehicles (EVs). This study investigates why women, who tend to exhibit more pro-environmental behaviors than men, are less likely to adopt EVs. In four studies (total N = 13,435), we ask whether people are discouraging women from adopting EVs more so than men. Study 1, a survey of California EV owners who applied for state rebates, shows that women rely more on people, whereas men rely more on digital content, as information sources when deciding whether to adopt an EV. However, we did not observe gender differences in discouragement by car salespeople. Study 2 replicates and extends these results to other social connections (e.g., spouses, friends). It also finds that EV owners with (vs. without) children are more likely to experience discouragement, including from salespeople. Using an online experiment, Study 3 demonstrates that generally, people are equally willing to recommend EVs to men and women but less willing to recommend EVs to people with children. Further, women (but not men) participants are less willing to recommend EVs to mothers than fathers. This relationship is mediated by perceptions of EV safety and practicality. Finally, in Study 4, a survey of prospective EV buyers, the relationship between gender and EV purchase intent is also mediated by perceptions of EV safety and practicality such that women perceive EVs as less safe and practical, which is associated with lower purchase intent. Marketing and policy implications are discussed.

Speaker: Nicole Sintov, Ohio State University