Drivers of Environmental Decision Making In the Case of Electric Vehicles: The Role of Mindset in Guiding Attitudes

Abstract

“Why do people decide to do x?” is the million dollar question of modern psychological research, and the purchasing of electric vehicles is a valuable lens through which to examine decision making. The factors which influence decision making are a hot topic; however, research into the way in which those factors operate for complex decisions such as buying an electric car is limited and inconsistent. The Theory of Planned Behavior is a framework for understanding decision making and states that the basic factors influencing behavior are behavioral attitudes, social norms, and behavioral control. This paper analyzes the ways in which behavioral attitudes are formed and impacted. This paper uses insights from Construal Level Theory to argue that an individual’s identity -- or the roles they see themselves fulfilling -- and values -- or goals they want to achieve -- are prime determinants of attitudes, but that the relative importance of each is dependent upon the mindset of their individual. This paper argues that individuals who think in more abstract terms are more likely to hold value based attitudes while those who think in more concrete terms are more likely to use identity as a shortcut for approximating values. Applying Construal Level Theory helps to make sense of the inconsistencies about the role of attitudes within the theory of planned behavior while highlighting new ways to study and influence behavior.