IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2024-06-8.html

The Moderating Roles of Environmental Awareness and Product Knowledge on the Impact of Marketing Mix Elements on Purchase Intention

Author

Listed:
  • Suchart Tripopsakul

    (School of Entrepreneurship and Management, Bangkok University, Thailand)

Abstract

The purpose of this study is to examine the moderating effects of environmental awareness (EA) and product knowledge (PK) on the relationship between marketing mix elements and the purchase intention of electric vehicles (EVs) in Thailand. Based on a quantitative research design, 253 samples of Thai respondents aged 20 and above were collected via an online questionnaire as a research tool. Structural Equation Modeling (SEM) analysis was used to analyze the proposed hypotheses. The results indicate that all four marketing mix elements, which are product attributes, pricing strategy, distribution channels (place), and promotional activities, significantly influence the purchase intention of electric vehicles. Product attributes (b = 0.523) have the strongest impact on purchase intention, followed by pricing strategy (b = 0.501), distribution channels (place) (b = 0.477), and promotional activities (b = 0.334) respectively. The results of moderation analysis reveal that environmental awareness significantly moderates the effect of product attributes (b = 0.412) and pricing strategy (b = 0.305) on purchase intention but is not found in the relationships of distribution channels (place) and promotional activities toward purchase intention. Additionally, consumer product knowledge of EVs was found to significantly and negatively moderate only the influence of promotional activities (b = -0.343) on purchase intention. In other words, potential consumers who possess higher EV knowledge seem to be less influenced by promotional activities in their decision to buy EVs. These findings highlight the importance of integrating environmental concerns and EV product knowledge into the firm’s marketing strategies to boost EV adoption in emerging countries. The implications and recommendations will be discussed in the paper.

Suggested Citation

  • Suchart Tripopsakul, 2024. "The Moderating Roles of Environmental Awareness and Product Knowledge on the Impact of Marketing Mix Elements on Purchase Intention," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 61-69, October.
    • Handle: RePEc:eco:journ3:2024-06-8
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/17149/8264
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/17149
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Axsen, Jonn & Kurani, Kenneth S., 2013. "Hybrid, plug-in hybrid, or electric—What do car buyers want?," Energy Policy, Elsevier, vol. 61(C), pages 532-543.
    2. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    3. Brucks, Merrie, 1985. "The Effects of Product Class Knowledge on Information Search Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 1-16, June.
    4. Makena Coffman & Paul Bernstein & Sherilyn Wee, 2017. "Electric vehicles revisited: a review of factors that affect adoption," Transport Reviews, Taylor & Francis Journals, vol. 37(1), pages 79-93, January.
    5. Gordon W. Cheung & Helena D. Cooper‑Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Correction to: Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 785-787, June.
    6. Troy R. Hawkins & Bhawna Singh & Guillaume Majeau‐Bettez & Anders Hammer Strømman, 2013. "Comparative Environmental Life Cycle Assessment of Conventional and Electric Vehicles," Journal of Industrial Ecology, Yale University, vol. 17(1), pages 53-64, February.
    7. Flynn, Leisa Reinecke & Goldsmith, Ronald E., 1999. "A Short, Reliable Measure of Subjective Knowledge," Journal of Business Research, Elsevier, vol. 46(1), pages 57-66, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Christian Wankmüller & Maximilian Kunovjanek & Robert Gennaro Sposato & Gerald Reiner, 2020. "Selecting E-Mobility Transport Solutions for Mountain Rescue Operations," Energies, MDPI, vol. 13(24), pages 1-19, December.
    2. Lim, Thien Sang & Mail, Rasid & Abd Karim, Mohd Rahimie & Ahmad Baharul Ulum, Zatul Karamah & Jaidi, Junainah & Noordin, Raman, 2018. "A serial mediation model of financial knowledge on the intention to invest: The central role of risk perception and attitude," Journal of Behavioral and Experimental Finance, Elsevier, vol. 20(C), pages 74-79.
    3. Ifeanyi Mbukanma & Vikela Liso Sithole & Yiseyon Sunday Hosu, 2025. "Exploring the Factors Enhancing Marketability of Coastal Agricultural Products in Rural South Africa," Economies, MDPI, vol. 13(5), pages 1-16, May.
    4. repec:osf:socarx:69cdm_v1 is not listed on IDEAS
    5. Wu, Geng & Inderbitzin, Alessandro & Bening, Catharina, 2015. "Total cost of ownership of electric vehicles compared to conventional vehicles: A probabilistic analysis and projection across market segments," Energy Policy, Elsevier, vol. 80(C), pages 196-214.
    6. Feucht, Yvonne & Zander, Katrin, 2017. "Consumers’ attitudes on carbon footprint labelling. Results of the SUSDIET project," Thünen Working Paper 266396, Johann Heinrich von Thünen-Institut (vTI), Federal Research Institute for Rural Areas, Forestry and Fisheries.
    7. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    8. Hatice Aydýn & Cemal Zehir, 2017. "What Type Relationship Do We Have with Our Brands? Is the Name of this Relationship Brand Romance?," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 272-283.
    9. Hasanburak Yucel & Murat Ergün & Gozde Bakioglu, 2025. "Will Conventional Public Transport Users Adopt Autonomous Public Transport? A Model Integrating UTAUT Model and Satisfaction–Loyalty Model," Sustainability, MDPI, vol. 17(20), pages 1-31, October.
    10. Hyun Joo Kwon & Mira Ahn & Jiyun Kang, 2021. "The Effects of Knowledge Types on Consumer Decision Making for Non-Toxic Housing Materials and Products," Sustainability, MDPI, vol. 13(19), pages 1-14, October.
    11. Hilmi Birinci & Ismet Esenyel & Hayford Asare Obeng, 2025. "Sustainable Destination Management in Luxury Tourism: Balancing Economic Development and Environmental Responsibility," Sustainability, MDPI, vol. 17(15), pages 1-35, July.
    12. Seung Jun Choi & Junfeng Jiao, 2024. "Uncovering electric vehicle ownership disparities using K-means clustering analysis: A case study of Austin, Texas," Journal of Computational Social Science, Springer, vol. 7(3), pages 2403-2456, December.
    13. Javeria Younus Hamidani & Haider Ali, 2025. "Enterprise Architecture for Sustainable SME Resilience: Exploring Change Triggers, Adaptive Capabilities, and Financial Performance in Developing Economies," Sustainability, MDPI, vol. 17(15), pages 1-23, July.
    14. Lavaei Adaryani, Rasool & Palouj, Mojtaba & Karbasioun, Mostafa & Asadi, Ali & Gholami, Hesamedin & Kianirad, Ali & Joodi Damirchi, Milad, 2024. "Antecedents of blockchain adoption in the poultry supply chain: An extended UTAUT model," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    15. Zaheer Ahmed & Umara Noreen & Suresh A.L. Ramakrishnan & Dewi Fariha Binti Abdullah, 2021. "What explains the investment decision-making behaviour? The role of financial literacy and financial risk tolerance," Afro-Asian Journal of Finance and Accounting, Inderscience Enterprises Ltd, vol. 11(1), pages 1-19.
    16. Wan Edura Wan Rashid & Norfadzilah Abdul Razak & Shamsul Bahrin Saihani, 2024. "Building the Future: Attitude, Knowledge, Digital Skills, and Adaptability in Student Learning," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 5755-5763, November.
    17. Abiodun Samuel Ajayi & Kolawole Olalekan Adebola & Babalola Raphael Adesunloro & Adenike Omowumi Oladipo & Ajagbe Grace, 2025. "Tax Audit and Revenue on Small and Medium-Scale Enterprises in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 3514-3527, June.
    18. Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm, Center for Open Science.
    19. Meng Qi & Zulhamri Abdullah & Saiful Nujaimi Abdul Rahman, 2024. "Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity," Sustainability, MDPI, vol. 16(20), pages 1-19, October.
    20. Catherine Viot, 2012. "Subjective knowledge, product attributes and consideration set : the wine case," Post-Print hal-01803724, HAL.
    21. Lin, Zhibin & Filieri, Raffaele, 2015. "Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 81(C), pages 158-168.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2024-06-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.