Green and gendered? Cultural perspectives on the road towards electric vehicles in Norway

Abstract

With Norway currently representing one of the few successful electric car markets in the world, our study provides early insights into the emerging electric vehicle culture. In this article, we argue that this culture challenges and modifies previous gendered constructions of cars as well as actual driving practices. When interviewing electric vehicle (EV) owners about the process of buying and owning an EV, we found stereotypical claims of feminine environmentalism and masculine fascination with technology. However, we also observed counter-narratives that destabilise such accounts, reframing the car in more hybrid terms. As a hybrid construction, the EV seems to appeal equally to both women and men, framing their enthusiasm within differently gendered narratives. We also found that owning and using EVs influenced driver identities and actual driving practices. Factors attracting EV users in Norway are many, extending beyond environmental concerns and financial savings. These insights bring crucial nuance to EV user representations and illustrate the significance of cultural inquiries in mobility transitions.