article · Journal of Business Sectors
Electric vehicle uptake remains low across sub-Saharan Africa despite government support and rising environmental concerns. Understanding what motivates older adults is critical for the regional transition to sustainable mobility. An investigation of 312 vehicle owners aged 55 and older across three metropolitan areas in Ghana reveals key drivers of green vehicle purchasing intentions. Four primary elements positively influence the intention to acquire electric vehicles: personal attitudes and beliefs regarding electric vehicles, financial incentives, environmental concern, and uncertainty avoidance. In addition, uncertainty avoidance moderates these connections, strengthening the positive effects that attitudes, financial incentives, and environmental concern have on purchasing intentions. Addressing these specific factors through supportive policies, tailored financial schemes, and targeted communication can help overcome consumer hesitation and accelerate the adoption of cleaner transport alternatives among older demographics in the region.
Transitioning to cleaner transport requires understanding the drivers of vehicle purchasing across diverse demographic groups. Older vehicle owners represent an overlooked demographic in African transport policy. Pinpointing the factors that shape their buying choices allows policymakers and transport planners to craft targeted incentives, raise ecological awareness, and address risk concerns, ultimately supporting broader regional climate and sustainability goals.
These market findings provide applied behavioural evidence directly relevant to automotive distributors, marketers, and policymakers seeking to introduce electric vehicles to older demographics in Ghana. Commercial teams can use these insights to design tailored financing programmes, warranty structures, and marketing campaigns that minimise perceived risk. The research is applied behavioural analysis, offering ready-to-use guidance for consumer-facing transport strategies.
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Research background: Despite growing environmental concerns and active government promotion, electric vehicle (EV) uptake in sub-Saharan Africa remains notably low, representing a significant gap in the region’s transition towards sustainable mobility. Furthermore, while the global shift towards green transportation continues to accelerate, the specific socio-demographic factors influencing EV adoption among older adults in the region remain substantially under-researched. Purpose of the article: This study aims to investigate the determinants of EV adoption intentions among older adults in sub-Saharan Africa, where EV uptake remains limited despite increasing environmental concerns and government support. Methods: Drawing on the Theory of Planned Behaviour, the study analyses empirical data collected from a sample of 312 registered vehicle owners aged 55 years and older. By examining this specific cohort across three major metropolitan areas in Ghana, the study provides detailed demographic and behavioural insights into a population segment whose perspectives are important for understanding the region’s transition towards green mobility. The research hypotheses were tested using confirmatory factor analysis and covariance-based structural equation modelling. The data were analysed using IBM SPSS Amos. Findings & Value added: The findings identify four key factors that significantly and positively influence behavioural intentions to purchase environmentally friendly vehicles: attitudes and beliefs towards EVs, financial incentives, environmental concern, and uncertainty avoidance. Furthermore, uncertainty avoidance was found to positively moderate the relationships between these factors and behavioural intention, thereby strengthening the effects of attitudes, financial incentives, and environmental concern on purchase decisions. The study highlights the need for targeted and multifaceted strategies to encourage EV adoption among older consumers. Practical implications include fostering positive attitudes towards EVs, designing effective financial incentive programmes, promoting environmental awareness, and developing communication strategies that address risk-related concerns. By focusing on an under-researched demographic in a developing African context, the study provides valuable insights for policymakers and marketers seeking to advance sustainable transportation and reduce the environmental impacts of conventional vehicles in the region.
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DOI: 10.62222/emix7210
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