Exploring how digital communication influences consumer sustainable consumption and wellbeing

Climate change, a major 21st-century challenge, poses as a great environmental risk, which includes temperature changes, extreme weather events, and increasing greenhouse gas emissions. The 2016 Paris Agreement highlights the need to adopt sustainable practices. Transportation, is a major source of environmental emission, with car manufacturers developing eco-friendly substitutes like electric vehicles (EVs) to restraint global carbon footprint. Limited research exists on applying digital communications strategies explicitly to EVs. The purpose of this study is to explore how digital communication strategies, particularly, firm generated content and opinion leadership, promotes pro-environmental behaviours like adopting electric vehicles and its impact on consumer well-being. The literature underscores the transformative potential of digital communications in promoting EVs, provided strategies are culturally nuanced, risk-aware, and inclusive.

A mixed-methods approach was applied, engaging the use of semi-structured interviews (n = 30) via Zoom, following quota sampling. Respondents were categorized into EV owners, non-EV owners, and prospective vehicle buyers to capture diverse market opinions. Thematic analysis was done on the interview data to classify and define the presented data by recognising underlying themes. To collective quantitative insights an online survey (n = 550) was completed. Amos 28 was employed to create a structural equation model, confirming the validity and reliability of the data. Data collection was conducted from September 1 to November 2, 2023, collecting 620 responses via Survey Monkey. Data was collected from 620 UK participants over two months, with 550 completing the survey. The survey data were examined by means of Structural Equation Modelling to recognise relations between digital communication strategies, emotions, moral obligations, and EV adoption intents.

The findings from qualitative data analysis through semi-structured interviews point to psychological factors, predominantly an inclination towards being risk aversive, and it acts as a deterrent for consumer behaviour in the EV market. Risk-averse individuals tend to view electric vehicles as carrying higher uncertainty compared to conventional gasoline-powered vehicles. This research underscores the importance of psychological factors, contrasting with prior studies that focused on external factors like cost and infrastructure. Addressing the concerns of risk-averse consumers is essential for accelerating EV adoption and achieving environmental goals. The results from the interviews also showed that positive emotions were a stronger indicator of pro-environmental behaviour along with social norms. The participants were more encouraged when their friends, family and neighbours took part in pro-environmental behaviour as opposed to just relying on their own. The participants felt a sense of satisfaction and happiness when partaking in any environmentally friendly actions. The participants also mentioned that by taking part in pro-environmental behaviour it has a positive effect on their consumer well-being. Notably, how using an EV makes them feel less stressed about pollution and creates a sense of satisfaction and mental ease that they are doing the right thing.

This study further analysed proposed hypothesised relations between major constructs, with the use of structural equation modelling. This helped to form the findings from the online survey which was used to collect quantitative data. The findings from the hypothesis testing reveal that all proposed relationships involving the variables are statistically important. Digital communication strategies (opinion leadership and firm-generated content) revealed a strong positive impact on moral obligations incorporating subjective social norms and personal norms and a moderate influence on emotions. Moral obligations developed as the strongest predictor of responsible behaviour, highlighting their impact in driving pro-environmental behaviour like EV adoption. Emotions further supported responsible behaviour, emphasizing their role. Risk aversion displayed a considerable positive impact on responsible behaviour. The model displayed strong validity and reliability, confirming the theoretical consistency of incorporating second-order constructs.

The findings help to develop theoretical frameworks by integrating psychological factors into electric vehicle adoption. Furthermore, the data collected in this study have wider influences towards the theoretical understanding of green technology and sustainability and their use and adoption. Practically speaking, managers can focus on applying strategies which can help to reduce any observed risks which are predominantly seen when it comes to owning EVs. Companies can handle consumer risks through steps such as providing better warranties, along with user friendly features, creating educational information that can focus on EV durability, and partnering with credible influencers in order to build trust. Government policymakers are also encouraged to support initiatives such as EV specific driving courses which can help to improve driver confidence. The research mainly highlights the need to attend any psychological barriers which are present in EV adoption, while suggesting approaches which are relevant to industry stakeholders while providing wider applications for sustainable technology adoption.