Electrifying transportation: Social, cultural and environmental factors affecting electric bicycle buying intention

Abstract

The transition to electric transportation is a crucial step in mitigating climate change. This study investigates the impact of cultural dimensions (individualism vs. collectivism and tightness vs. looseness), social norms (injunctive and descriptive), and environmental risks (air pollution and climate change) on electric bicycle (e-bicycle) purchasing intentions. Analyzing data from the ECHOES international survey of 31 European countries, this study provides valuable insights. The findings of country-level predictors indicate that people from collectivist and tight cultures are more inclined to purchase e-bicycles. Environmental risks such as air pollution and climate change also stimulate e-bicycle purchase intention. Furthermore, individual-level predictors such as perceived injunctive and descriptive norms positively influence e-bicycle buying intentions, and the influence of descriptive norms is amplified by pro-environmental identity and conformist tendencies. Additionally, the usage of bicycles and motorbikes among individuals encourages e-bicycle buying. This study offers important implications for policymakers seeking to promote sustainable transportation.