Innovative alternatives take action – Investigating determinants of alternative fuel vehicle adoption

• We design a theory-based integrative adoption model for alternative fuel vehicles (AFVs).
• The model incorporates a broad typology of AFV-characteristics and psychological consumer aspects.
• Model relationships are simultaneously examined by using structural equation modelling.
• Compatibility and design of AFVs demonstrate strong influence on attitude formation toward AFVs.
• Attitudes, subjective and personal norms are significantly affecting adoption intention of AVFs.

Alternative fuel vehicles (AFVs) as environmentally friendly alternatives to conventional internal combustion engines have gained increasing attention in general public. While empirical studies have begun to explore product-specific factors that drive consumer adoption of AFVs, an integrative framework of a comprehensive set of AFV adoption factors and its theoretical foundation as well as empirical validation is still missing. By drawing on theory of innovation adoption and theory of reasoned action we show that consumers’ perceptions of AFV attributes lead to a general attitude formation towards AFV. In conjunction with consumers’ subjective and personal norm, this in turn determines AFV adoption behavior. Concerning AFV attributes, compatibility, design, and relative advantage of AFVs exhibit the strongest influence on consumers’ attitude formation toward AFV. We derive implications for future research and policy makers. The latter include suggestions on how to develop and communicate AFV in order to stimulate AFV adoption.