I am a second year PhD researcher in Marketing and Strategy at Cardiff Business School. My research looks at exploring the social and psychological barriers which may impact consumers’ buying behaviour of Battery Electric Vehicles (BEV) across Wales.
The transition to driving electric is welcomed and well supported by industry stakeholders as well as Governments. However the acceptance and adoption of Battery Electric Vehicles (BEVs) are met with wide spread barriers and in some cases avoidance among consumers. My research will aim to address this by investigating the psychological factors impacting BEV consumption by adopting the lens of psychological ownership, extended self concept and self conscious emotions.
This research focuses on Welsh consumers given that Wales has the least number of Electric Vehicle users compared to the other UK nations presenting an opportunity for research. Whilst current research has presented various factors in relation to barriers of adoption of which emphasis on the instrumental attributes ( purchase cost, battery range, charging ect) my research aims to introduce a new dynamic in understanding consumer buying and consumption behaviour by understanding how consumers view and form attachments to their possession and whether this can be used to influence consumers to adopt BEVs.
A mixed methods approach to investigate this study will be adopted. This will see quantitative data collected through surveys of non-BEV users and qualitative data collected through focus groups of current BEV users as well as expertise insight from the Welsh Government representatives through interviewing. This theoretical contribution of bridging the gap between psychological ownership , possession, extended self and green technology consumption will support stakeholders and provide knowledge and confidence to all individuals associated with BEV as a sustainable solution to consumer transport.