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