The goal of the project is to examine psychological determinants of electric vehicle brand choices. It will focus on the alignment between brand image and user identity, with a particular emphasis on the role of consumer ethnocentrism.
The project is aligned with the following UN Sustainable Development Goals: 11 — Sustainable Cities and Communities and 12 — Responsible Consumption and Production.
The project is funded by the Polish National Agency for Academic Exchange — the Bekker NAWA fellowship, grant no.: BPN/BEK/2025/1/00326.
The primary objective of this project is to understand consumer preferences for specific electric vehicle (EV) brands through the lens of self-concept psychology. The project is grounded in self-congruity theory, which posits that consumers select products that align with their self-image — reflecting either who they are (actual self) or who they aspire to be (ideal self). A central element of this research is the analysis of how a brand’s origin influences these choices.
The researcher will examine whether consumer ethnocentrism (a preference for domestic brands) and the perception of brands as "masstige" (combining luxury with mass-market accessibility) can accelerate the adoption of electromobility. The study suggests that a strong identification with national values or status-driven aspirations may serve as more powerful motivators than a vehicle's technical specifications alone.
The research will be conducted at the Laboratoire Parisien de Psychologie Sociale (LAPPS) in France, providing an opportunity to analyze a highly mature market within the EV sector. The methodology employs an innovative quantitative approach, utilizing established congruence measurement scales, such as Sirgy’s model.
Participants will evaluate the typical user imagery associated with domestic brands (e.g., Renault, Peugeot) as well as foreign mass-market and premium brands (e.g., Tesla). Statistical analysis will be used to precisely identify which aspects of identity correlate most strongly with the intention to purchase an electric vehicle.
Practical application of results
The findings of this project carry significant implications across academic, commercial, and social sectors, specifically:
- Academia: Advancing the field of consumer psychology by providng insight into the specific psychological barriers that continue to impede the growth of the green transportation market.
- Automotive and Marketing Sectors: Providing industry professionals with concrete, evidence-based guidance on crafting brand communications that align with identity-driven consumer needs and leverage the strategic potential of national branding.
- Public and Environmental Sectors: Supporting the implementation of EU climate goals by identifying effective mechanisms to transition the public from internal combustion engine vehicles to electric mobility.
- Social and Cultural Spheres: Positioning environmental consciousness as a core element of personal prestige and national identity.