Impact of environmental values, pro-environmental behavior, and pricing on purchase intention of electric vehicles

Anisur Rehman ()
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Anisur Rehman: University of Hail, Department of Management and Information System, College of Business Administration

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 4, No 6, 929-955

Abstract: Abstract India ranks third globally in CO2 emissions, making it imperative for India to identify cleaner, more energy-efficient vehicles in order to have a sustainable automotive industry and help reverse global climate change. Through the integration of Theory of Reasoned Action (TRA) and Value-Belief-Norm (VBN) theory, this study investigates the effect of environmental concern (EC) and environmental knowledge (EK) on subjective norms, attitude, and electric vehicle purchase intentions (EVPI) of Indian consumers. Based on an online survey, 374 usable responses were received from automobile drivers in India, which were analyzed using PLS-SEM. The findings show that EC and EK have a positive and significant influence on subjective norms and attitudes regarding electric vehicles. Subjective norms and attitude are found to significantly influence EVPI. The analysis of the mediating effects of subjective norms and attitude between EC and EVPI shows full mediation, whereas all other interactions show partial mediation. Moreover, price sensitivity is found to significantly moderate (with a negative path coefficient value) the relationship of subjective norms and attitudes with EVPI. This study is unique as it advances theoretical understanding by offering a novel integration of the TRA and VBN theory to explain EVPI, highlighting the combined effects of EC, EK, and price sensitivity in a developing economy context. This study also offers key insights for marketers and policymakers by emphasizing the need to strengthen consumers’ environmental attitudes and social influence through value-driven, eco-focused messaging and targeted pricing strategies to boost EVPI in price-sensitive markets like India.

Keywords: Electric vehicles; Environmental concern; Environmental knowledge; Price sensitivity; Green consumption; Purchase intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-025-00449-6

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