Consumer and Economic Influences on Electric Vehicle Adoption: The Mediating Role of Attitudes and the Moderating Effect of Demographics

Abstract

This study explores economic and consumer factors impacting electric vehicle (EV) adoption through consumer attitude mediation and moderation by demographic factors in the Jordanian context. The study aims to fill an important knowledge gap about EV adoption mechanisms. The study analyzes the insufficient attention given to demographic indicators including age and income and educational level because they affect how economic premiums alongside psychological preferences lead to behavioral electronic vehicle adoption. The study used an online survey with 288 valid EV owner and drivers respondents in Jordan targeted to test the research model using structural equation modeling via SmartPLS. The analysis validates that economic variables relationship with EV adoption rates through consumer attitudes and demographic characteristics play a key role as influencing variables. Study presents actionable implications which policymakers and manufacturers can use to boost EV adoption rates. The results demonstrate that education programs combined with awareness campaigns about EV financial gains and environmental advantages need to become primary factors for developing positive consumer attitudes toward these vehicles. The different consumer segments require targeted marketing strategies because demographic characteristics serve as essential moderators in the adoption process. Older consumers with lower incomes need experiential information about EVs along with financial incentives since younger university-educated consumers already show interest in EV technology. Policy makers should use adjustable financial incentives to encourage adoption among groups that show low interest in electric vehicles because this approach will boost the impact of economic incentives toward wider adoption.