Wittenborg Graduate Explores Electric Vehicle Adoption in Ghana

16.09.2025

Winfred Amegzube’s Study Finds Ghanaians Value Factors Including Sustainability and Innovation

As the world shifts toward sustainable mobility, electric vehicles (EVs) are gaining momentum globally, and Ghana is no exception. For his graduation assignment at Wittenborg, Ghanaian graduate Winfred Amegzube took a close look at how his country views the adoption of EVs.

His research draws on both the Perceived Risk Theory (which explores the concerns and uncertainties people associate with new technologies) and the Extended Technology Acceptance Model (which examines how perceived usefulness and ease of use influence adoption). The aim was to investigate what encourages or prevents consumers from switching from fuel-powered to electric cars.

A graduate of the Bachelor of Business Administration in Marketing Communication & Information (MCI), specialising in Information Management, Winfred combined his academic background with practical experience in the auto sector. “As an auto dealer, I chose to research this topic to determine whether selling electric vehicles in Ghana would be a viable and worthwhile venture,” he explains.

Winfred’s research adopted a quantitative approach. He conducted a survey with 200 respondents drawn from a pre-existing customer base at a car sales company. The questionnaire covered various aspects of EV adoption, including perceived usefulness, ease of use, performance risks and psychological factors. His data collection relied on a structured five-point Likert scale, analysed using SPSS.

“I really enjoyed the research aspect of the thesis. It allowed me to interact indirectly with a lot of people and understand their genuine opinions,” Winfred says.

The study revealed that many Ghanaians are open to the idea of owning an electric vehicle, especially younger individuals. Respondents saw EVs as beneficial for the environment, cost-effective in the long run and an exciting step toward innovation in transportation. However, key concerns still remain. “Most people are interested in EVs, but they’re sceptical about the driving range and the availability of charging infrastructure,” Winfred notes.

Among the findings, perceived usefulness and ease of use emerged as strong predictors of consumer attitude toward EVs. Environmental benefits such as reduced air and noise pollution, along with the potential for energy independence, were highly valued. On the other hand, performance risk, including range anxiety, battery reliability and weather-related concerns, proved to be significant barriers.

The research highlights that psychological risk, such as how one might be perceived for driving an EV, played a less significant role. “People seemed more worried about being stranded or not finding a place to charge than about what others might think,” Winfred adds.

Looking ahead, the graduate plans to continue developing his auto business, using the insights gained from his research to guide future decisions. He’s also committed to expanding his knowledge further. “Learning never stops. My goal is to keep improving my business and keep up with the evolving automotive landscape.”

To Wittenborg students currently working on their graduation assignments, he advises: “Pay attention to what people tell you, because sometimes there’s more to learn in their words than what’s written in books.”