Consumer motivations for sustainable consumption: The interaction of gain, normative and hedonic motivations on electric vehicle adoption

Research output: Contribution to journalArticle


Recent conceptual studies identify gain, normative and hedonic factors as three categories of motivations of consumer proenvironmental behavior. However, empirical understanding of how these motivations interact and affect proenvironmental behavior is limited. This study is based on a survey of car owners in Sweden (N = 573) and uses structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger, and the direct effect of gain motivations is insignificant. The business strategy implications indicate that targeting consumers who perceive high social norms in relation to proenvironmental behavior and communicating the hedonic and normative aspects of proenvironmental behaviors to this group might be more effective than general mass communication.


External organisations
  • Umeå University
  • University of Southern Denmark
Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Business Administration


  • consumer behavior, gain, hedonic motivation, norm, sustainable consumption
Original languageEnglish
Pages (from-to)1272-1283
JournalBusiness Strategy and the Environment
Issue number8
Early online date2018 May
Publication statusPublished - 2018 Dec
Publication categoryResearch