Effect of consumer environmental propensity and innovative propensity on intention to purchase electric vehicles: Applying an extended theory of planned behavior
Sun-Jung Moon
Abstract
Electric vehicles (EVs) attract increasing attention among consumers worldwide due to their innovative and environmentally-friendly properties. Buying an EV is not only an environmentally-friendly behavior but also an innovation-acceptance behavior. Accordingly, consumer propensities associated with environmental-innovative products—environmental propensity and innovative propensity—are expected to influence consumers’ attitudes and intention for EV purchase. Relying on an extended theory of planned behavior, this study reveals that both environmental propensity and innovative propensity of consumers have significant indirect impacts on their intention to purchase EVs through the mediation of attitude, subjective norm, and perceived behavior control. Based on these findings, important marketing implications for promoting the EV market are suggested.