Individual Characteristics as Motivators of Sustainable Behavior in Electronic Vehicle Rental

Abstract

This study investigates the understudied area of motivational factors influencing the rental intention of electric vehicles (EVs) within the context of their integration into urban transportation to combat air pollution and reduce carbon footprints and explores the critical factors influencing consumer behavior towards EV rental, focusing on hedonic motivation, service level, consumer habits, and willingness to pay. Utilizing multiple linear regression analysis on 302 valid samples from Texas, USA, the research identifies the significant impact of these factors on rental intention. Notably, the service level emerges as the most influential predictor while emphasizing the unique and less studied role of hedonic and personal characteristics as essential antecedents of rental intention. The findings, supplemented by a Monte Carlo simulation, reveal that these personal and motivational characteristics are pivotal in shaping rental intentions, accounting for approximately 47.2% of the variance in rental intention. The study contributes valuable insights into the EV rental market, offering theoretical implications for the EV literature and practical strategies for car rental enterprises to tap into consumer patterns effectively.