The Individual Green-Washing Effect in E-Mobility: Emotional Evaluations of Electric and Gasoline Cars

In this study, the affective explicit and implicit attitudes toward electric and gasoline cars are investigated. One hundred sixty-five participants (103 cisgender women, 62 cisgender men) completed an explicit and implicit affective rating task toward pictures of electric and gasoline cars, measurements of sustainability, future and past behaviors, and mindfulness. The results showed a positive emotional attitude for the electric cars compared with the gasoline cars only for the explicit rating but not for the implicit one. Furthermore, factors that correlated to the attitudes were investigated: explicit ratings in car owners correlated with age, degree, sustainability in general, and the expressed intention to purchase an electric car in the future. Implicit attitudes in car owners correlated with the overall score of mindfulness and the dimension of “non-reactivity.” For the non-car owners, explicit attitudes correlated with the expressed intention to purchase an electric car in the future and the mindfulness dimension of “describing”. In this group, the implicit attitude correlated negatively with the mindfulness intention of acting with awareness. This indicates that several different factors should be considered in the development of promotion campaigns for the advantage of sustainable mobility behavior