GENERATION Z READY TO EMBRACE THE ELECTRIC VEHICLE REVOLUTION PREDICTORS OF ELECTRIC VEHICLE ADOPTION BY YOUNG AND OLDER ADULTS IN AUSTRIA
The transport sector is a key contributor to climate change and according to forecasts the emissions of that sector will continue to increase. One possible innovation put forward in recent years to help reduce emissions in this sector are electric vehicles (EVs) Besides technology advancements, consumer acceptance is crucial to ensure a successful transformation towards lower emissions. In this respect the "consumers of the future" draw particular attention and it is therefore that the present study building on a survey of Austrian citizens and value belief norm (VBN) theory analyzes willingness to purchase an EV in two subsamples, young adults (18 30) and older adults (31 70) The findings of the present study indicate that, in line with previous work, only psychological as opposed to socio demographic factors yield significant contributions to the models predicting EV adoption. Positive technology related attitudes towards EVs have a significant impact on willingness to purchase in both subsamples. Furthermore, skeptical attitudes towards EVs as well as beliefs with respect to renewable energy technologies (RET) in general are significantly associated with willingness to purchase an EV. In terms of differences between the subsamples social norms related to RET and energy use as well as social dominance orientation significantly contribute to the model in the older adult subsample only. We discuss implications of our findings for future research, marketing and policymaking with a specific focus on the young generation as future EV adopters.