Theoretical reflections on consumer behavior: the adoption and non-adoption of electric vehicles

Increased electrification of light duty transport (cars, sport utility vehicles, and small trucks) using renewable sources of energy could significantly reduce carbon dioxide emissions to meet key climate goals of the Paris Agreement by 2050. The academic literature on electric vehicles has provided significant empirical insights about the factors affecting adoption and non-adoption behavior; however, there has been less emphasis regarding the theoretical suppositions on which such practices are based. The aim of the paper is to identify and review five theoretical frameworks related to consumer behavior: the theory of planned behavior; rational choice theory; value-belief-norm theory; semiosis and self-identity theory; and diffusion of innovations theory. The contribution provides further insights toward explaining, predicting, and extending existing knowledge regarding consumer behavior.