Are electric vehicles masculinized? Gender, identity, and environmental values in Nordic transport practices and vehicle-to-grid (V2G) preferences

Sovacool, Benjamin K.; Kester, Johannes; Noel, Lance; de Rubens, Gerardo Zarazua · 2019 · OpenAlex-citations

DOI: 10.1016/j.trd.2019.04.013

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Summary

This study investigates the gendered dimensions of electric vehicle (EV) adoption and vehicle-to-grid (V2G) preferences within the Nordic region, challenging historical narratives that framed early EVs as "women’s vehicles." The authors address the research question of whether contemporary EVs are masculinized by examining how gender influences transport practices, identity, and environmental values. Motivated by the need to understand sociotechnical barriers to decarbonization, the paper tests three hypotheses derived from existing literature: that men use cars more than women, that women prioritize environmental and safety attributes, and that men prioritize performance attributes like acceleration and power. The research employs a mixed-methods design conducted across Denmark, Finland, Iceland, Norway, and Sweden between 2016 and 2017. Data collection involved three components: a survey of 5,067 respondents (combining randomized and purposive samples), 227 semi-structured expert interviews with 257 participants from diverse sectors, and eight public focus groups with 61 participants. The survey utilized Likert scales and choice experiments to assess mobility patterns, vehicle preferences, and demographic data. Qualitative data from interviews and focus groups were transcribed and coded inductively using NVIVO. Statistical analysis relied on frequency analyses and Spearman’s Correlation to identify associations between gender and variables such as travel distance, car ownership, and attribute prioritization. The findings strongly support the hypothesis that EV ownership and usage are masculinized in the Nordic context. Survey data revealed that men are significantly more likely to own cars and EVs than women; specifically, twice as many men reported owning an EV compared to women. Men also reported higher daily travel distances and lower usage of public transport. Contrary to the hypothesis that women prioritize environmental attributes, the data indicated that men placed higher importance on performance-related features such as acceleration, power, and range. While women did express higher concern for safety and environmental sustainability in general, these values did not translate into a higher preference for EVs over conventional vehicles. Qualitative insights from experts and focus groups highlighted a cultural preference for automobility and freedom, often associated with larger, powerful vehicles, which further reinforces the masculinization of EV technology. The significance of this study lies in its demonstration that the gendering of mobility has shifted from the early 20th century, when EVs were associated with femininity, to a contemporary landscape where EVs are perceived as masculine technologies. This masculinization may hinder broader adoption if EVs are marketed or perceived primarily through the lens of performance and status rather than sustainability. The authors conclude that understanding these gendered identities and preferences is crucial for designing policies and technologies that appeal to a wider demographic, thereby facilitating the transition to decarbonized transport systems. The study underscores the importance of moving beyond demographic assumptions to analyze the complex interplay between gender norms, identity, and technological adoption.

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