Consumers’ adoption of autonomous cars as a personal values-directed behavior

Crisafulli, Benedetta and Guesalaga, R. and Dimitriu, R. (2025) Consumers’ adoption of autonomous cars as a personal values-directed behavior. Journal of Business Research 189 , ISSN 0148-2963.

Abstract

Autonomous cars are the future of transportation. Manufacturers’ success is, nonetheless, dependent on consumers’ adoption of such innovation. Past studies distinguish between factors contributing to autonomous cars’ adoption and those prompting resistance. Extant evidence does not explain, however, when and why certain factors both facilitate and inhibit adoption. Addressing this gap, we propose a personal values-directed perspective on consumers’ adoption of autonomous cars. Through a means-end chain analysis of 54 laddering interviews and an online survey, we show that personal values function as a sense-making mechanism in innovation adoption decisions. We propose a comprehensive set of consumer-perceived consequences arising from autonomous cars’ attributes, which explain adoption and non-adoption based on personal values. Notably, we show an innovative application of means-end chain analysis based on bipolar hierarchical value maps to investigate the adoption of highly novel innovations. Findings have implications for managers seeking to encourage the adoption of yet-to-be-commercially-launched innovations.

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