Personal values, consumer identities, and attitudes toward electric cars among Egyptian consumers

Marketing scholars have extensively examined the role of altruistic and ecological personal values and pro‐environmental identity in ethical consumption decisions. Conversely, the role of egoistic personal values and other identities has received scant attention from researchers. This research examines the role of altruistic, egoistic, and ecological personal values in triggering two types of identities: pro‐environmental and car‐authority. The effects of values and identities on personal norms and attitudes toward electric cars were also examined. A sample of Egyptian consumers responded to an electronic survey, and collected data were analyzed using SEM. The findings generally support the VIP framework, where biospheric values significantly affect pro‐environmental identity, and pro‐environmental identity affects personal norms. Furthermore, personal norms affected attitudes positively. A different path was obtained which starts with biospheric and altruistic values affecting car authority positively and negatively, respectively. Car authority identity was found to affect attitudes directly, although this is accepted at lower confidence levels. A discussion of research findings, implications, and research limitations were also presented.