European Social Marketing Conference 2026

July 8–10, 2026

MBS School of Business, Montpellier

A Systematic Literature Review of the Theory of Planned Behavior in Electric Vehicle Adoption Processes for Social Marketing Interventions

Wednesday, July 8, 2026 at 12:00 PM–Friday, July 10, 2026 at 5:00 PM CEST

POSTER AREA

Proposed Conference Track

5. Innovation in theory, methods and measuring impact

Submission Format

Poster

Programme Listing

This session provides a comprehensive overview of how the Theory of Planned Behavior (TPB) has been applied in empirical studies of electric vehicle (EV/BEV) adoption, and its implications for social marketing. Drawing on research published between 2009 and 2025, the talk synthesizes major behavioral drivers, theoretical extensions, and research gaps, and examines how TPB-based insights might shape message framing, audience segmentation, and campaign design to promote EV adoption.