Cross-country perspectives on electrified mobility adoption: Comprehensive insights into the impact of lifestyles and mobility needs

The adoption of electrified mobility (e-mobility) technology is a critical element of the ongoing energy transition, offering benefits for individual well-being, environmental sustainability, and societal advancement. This study use a large-scale multinational survey of over 17,400 respondents from 30 European countries to examine crosscountry differences in the adoption of e-mobility options, including electric bikes (EB) and electric vehicles (EV). To our knowledge, this is the first cross-country study to examine both EB and EV adoption simultaneously. We address a significant gap in the literature by examining the influence of three distinct types of norms (injunctive, descriptive, and personal norms) on e-mobility adoption, an area previously unexplored in a single study. Additionally, our research uniquely investigates the impact of various lifestyle factors, including low-meat diets, pro-environment consumption lifestyle, and tech-savvy lifestyle, on the adoption of e-mobility technologies. Furthermore, we analyze how mobility needs, reflected by factors like driving distance, affect the adoption of EBs and EVs. This study is the first to provide a comprehensive analysis of these elements, considering both cross-country variations and urban-rural differences within diverse European contexts. Utilizing Generalized Structural Equation Modelling, we control for socio-demographic, attitudinal, and mobility needs-related factors to offer a nuanced understanding of e-mobility adoption patterns. Our analysis reveals significant regional variations in the impact of norms on e-mobility adoption: norms are more influential in promoting EB adoption in Northern and Western Europe, whereas they play a more substantial role in EV adoption in Eastern Europe. Additionally, our findings highlight the importance of lifestyle factors, with a meat-reduced diet and techsavviness lifestyle positively affecting both EB and EV adoption across most European regions, while a pro-environment consumption lifestyle is associated with reduced EB adoption, particularly in Nordic countries. The study further underscores urban-rural differences, noting that shorter travel distances and better infrastructure in urban areas may facilitate e-mobility adoption, whereas rural areas face unique challenges. These findings provide critical insights into the diverse drivers of e-mobility adoption across different European regions and settings, underscoring the need for tailored strategies to promote sustainable mobility solutions.