The motivational power of emotions and habits for the intention to adopt an electric car

I. Moons, Cornelis Joachim Petrus Maria de Bont, P. De Pelsmacker

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review


For the market introduction of more sustainable products, a thorough understanding of consumer desires and perceptions and of ways to change consumer behavior is required. This paper focuses on the role of emotions and habits in this process. The results of a study in a sample of 1202 Belgians are reported. The introduction of an electric vehicle, which is projected to be a new more sustainable transport system, is taken as a case to explore the role of emotions and habits in the adoption intention of sustainable products. The extent to which car driving habits and emotional reactions to electric cars mediate the effects on electric car buying intentions of external source constraints and car features that offer positive emotions, is studied. The results show that emotions towards the electric car largely mediate the effect of external source constraint perceptions on buying intention. Habits largely mediate the effect of positive visceral, behavioural and reflective emotional car driving experiences on the adoption intention. The role of habits and emotions is situated in a larger conceptual framework of adoption intention.
Original languageEnglish
Title of host publicationProceedings of the 7th International Conference on Design and Emotion
Publication statusPublished - 1 Dec 2010
Externally publishedYes
Event7th International Conference on Design and Emotion 2010 - Chicago, IL, United States
Duration: 4 Oct 20107 Oct 2010


Conference7th International Conference on Design and Emotion 2010
Country/TerritoryUnited States
CityChicago, IL


  • Adoption intention of an electric vehicle
  • Emotional experience
  • Habits
  • Resource constraints

ASJC Scopus subject areas

  • Artificial Intelligence
  • Software

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