Electric vehicle resistance from Korean and American millennials: Environmental concerns and perception

Abstract

This study aimed to elucidate the relationship among consumers’ environmental concerns, perceived electric vehicle (EV) characteristics (advantages, risks, availability, cost), and resistance to EVs. Data were collected from an online panel targeting Korean and US millennial drivers (24–40 years) interested in EVs, and cross-cultural comparisons were conducted. A total of 592 valid survey responses were obtained, and a structural equation model (SEM) was used for an empirical analysis of the factors associated with EV resistance. The results suggest that consumers’ environmental concerns are related to perceived EV characteristics, excluding availability, and that this perception is associated with resistance to EV acceptance. The analysis results of the multi-group SEM indicate significant differences across countries in the relationships between environmental concerns, perceived EV characteristics, and consumers’ EV resistance. Researchers interested in EV marketing and the awareness of EVs and green motivations for EV adoption can use these findings for further studies.