A recent investigation into the adoption of electric vehicles (EVs) across Europe has revealed that cultural perceptions significantly impact consumer behavior. The study, published in Travel Behaviour and Society, highlights that countries with a more feminine cultural orientation tend to embrace EVs more readily. Moreover, psychological tests indicate that certain consumer groups, especially men in masculine-oriented societies, associate EVs with femininity, which may hinder their willingness to adopt this technology. This research underscores the importance of understanding cultural and symbolic meanings attached to vehicles beyond economic factors like price and infrastructure.

The researchers explored why EV adoption rates vary between different nations and demographic segments. Historically, internal combustion engine cars have symbolized power and dominance, traits traditionally linked to masculinity. Conversely, EVs are often associated with environmental consciousness, ease of use, and quiet operation—qualities perceived as more feminine. To delve deeper into these associations, two studies were conducted.

In the first study, researchers analyzed data from 31 European countries using Hofstede’s cultural dimensions framework. They focused on the masculinity-femininity dimension, which contrasts cultures prioritizing competition and material success with those valuing care and cooperation. By comparing each country's cultural scores with its EV market share, while controlling for economic and policy factors, they found a strong correlation between cultural femininity and higher EV adoption rates. Countries such as Norway, Iceland, Sweden, and the Netherlands exemplified this trend, boasting both low masculinity scores and high EV market shares.

The second study shifted focus to individual consumer perceptions within Germany, a nation known for its masculine cultural traits. An online survey involving 429 participants utilized an implicit association test (IAT) to measure unconscious biases regarding EVs. The results indicated that German consumers generally link EVs with femininity, particularly among men who are less inclined to purchase them. Men who strongly identified with traditional masculine values showed the strongest associations between EVs and femininity, suggesting that cultural stereotypes may deter some individuals from adopting this technology.

This research highlights the need for policymakers and automakers to address cultural and psychological barriers to EV adoption. While the findings are specific to Europe, they offer valuable insights into how marketing strategies can be tailored to reshape perceptions and promote broader acceptance of electric vehicles. Understanding these dynamics could lead to more effective policies and initiatives aimed at encouraging sustainable transportation choices.