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

In this paper, we provide a comparative and mixed methods assessment of the gendered dimensions of electric mobility and stated preferences for electric vehicles in the Nordic region. This includes the potential for such vehicles to be configured in a vehicle-to-grid (V2G) manner, where they can store energy and offer services to the grid, generating revenue and accelerating decarbonisation. Based primarily on a survey distributed to a mix of more than 5,000 respondents across five countries, research interviews, and focus groups, and supplemented with a comprehensive literature review, we examine how perceptions, attitudes, values and identities towards electric mobility differ by gender. We use this data to test, and largely confirm, with some exceptions, three hypotheses: H1: Men use cars (conventional and electric) more than women, more often own a car or EV, drive further than women, and use less public transport. H2: Women have stronger preferences for the environmentally friendly or safety attributes of vehicles (such as EVs and V2G), reflecting higher levels of environmental awareness. H3: Women attach less importance to acceleration, power, or sound, whereas men will emphasize range, sex appeal, and acceleration. In examining these hypotheses about gender, we reveal the more complex social dynamics behind how potential adopters in Denmark, Finland, Iceland, Norway, and Sweden consider and calculate various aspects of conventional mobility, electric mobility, and V2G.