Beyond Climate Change Concern: Why Air Pollution Health Concern and Health Orientation Matter in Battery Electric Vehicle Adoption

While previous research has emphasized climate change concern as a driver of battery electric vehicle (BEV) adoption, concerns about the personal health impacts of air pollution caused by internal combustion vehicles—such as respiratory and cardiovascular diseases—have been neglected as behavioral triggers. Our findings from a representative US survey (N = 800) show that, besides climate change concern, health concern about air pollution significantly influences BEV adoption intention. Furthermore, health orientation moderates this relationship, with highly health‐oriented individuals showing a stronger positive effect of air pollution health concern on BEV adoption. For highly health‐oriented individuals, air pollution health concern has a stronger influence than climate change concern. These findings highlight the importance of emphasizing personal health benefits alongside environmental benefits in marketing and policy strategies. Further findings of the study show that adoption barriers, such as high costs and infrastructure limitations, remain significant deterrents to the switch to electric mobility. Increasing awareness of the noxious health impacts of pollution caused by internal combustion engines and promoting health awareness, together with overcoming the known adoption barriers, can accelerate the transition to sustainable electric mobility, contributing to climate change mitigation while enhancing public health outcomes.