Unveiling the Determinants of Continued Use of Electric Vehicles: Integrating Value‐Belief‐Norm and Expectation Confirmation Theories

ABSTRACT This study investigates the psychological and contextual determinants influencing consumers' continued use of electric vehicles (EVs) by integrating the Value‐Belief‐Norm (VBN) theory with the Expectation Confirmation Theory (ECT). Using data from 434 EV users in Spain, the results confirm most hypotheses, although egoistic values and openness to change do not significantly affect environmental awareness. By focusing on post‐adoption behavior, this research highlights how values, expectations fulfillment, and moral obligations jointly shape sustainable consumption decisions. The findings reveal age‐ and usage‐related differences in post‐adoption behavior, emphasizing the central role of altruistic and biospheric values. This integrative framework contributes to the understanding of sustainable consumer behavior by linking cognitive (expectation‐confirmation) and normative (value‐based) mechanisms. To the best of our knowledge, this is the first empirical study combining VBN and ECT to explain continued EV usage. The study provides theoretical and managerial insights for designing targeted mobility policies and enhancing user retention in emerging EV markets.