Attitude and Intention to Adopt Eco-cars in Uganda: The Moderating Effect of Culture Orientation

Abstract

Eco-cars have been promoted as a viable solution to global environmental concerns and energy crises. This motivated the study to focus on establishing the effect of the motorists’ attitudes and culture orientations on their intention to adopt Eco-cars. A total of 384 motorists from Kampala City were taken using a two-stage sampling design including stratification between public and private motorists and convenience sampling within the strata. Primary data was collected using a structured questionnaire that was both self and interviewer administered. Data were analysed using correlation and regression analyses. The study revealed that motorists with a positive attitude especially regarding environmental conservation, and the possibility of easy access to facilitating conditions, like charging stations and their performance, were more ready to adopt Eco-cars. The motorists possessing a collectivist culture were more likely to adopt Eco-cars. Furthermore, the influence on adopting Eco-cars because of the motorist’s attitudes was found to be stronger among those with a collectivistic culture. In essence, motorists who felt accountable for their country’s agenda of environmental conservation and believed that their actions mattered regarding the concerns of the majority, were most likely to adopt Eco-cars. As such, both public and private players in the motor industry need to send out messages focusing on the communal benefits of driving an eco-car