Consumers’ intention to purchase electric vehicles in the context of sustainable marketing

Growing environmental challenges linked to climate change and air pollution are driving the urgent need to adopt electric vehicles as a sustainable transportation solution. The automotive industry’s shift towards electric mobility makes it important to understand the factors that motivate consumers to make greener choices. This highlights the importance of sustainable marketing, which significantly influences consumer purchase decisions by aligning product positioning with the growing public awareness for environmental responsibility and sustainable living. In this context, examining the impact of sustainable marketing strategies on consumers’ intention to purchase electric vehicles is of great importance in supporting broader goals of environmental sustainability and pollution reduction. The purpose of this research is to determine how sustainable marketing affects potential buyers’ intention to purchase electric vehicles. Within the scope of the research, 284 consumers residing in Istanbul were reached and a survey form consisting of Demographic Information Form, Sustainable Marketing Scale and Electric Vehicle Purchase Intention Scale was used as a data collection tool. The research findings were evaluated in the context of descriptive statistics, reliability analysis, correlation analysis and regression analysis through SPSS 30.00 program. The findings show that sustainable marketing explains 34% of the variance on electric vehicle purchase intention. In addition, it was found that sustainable marketing elements, namely environmental factors, social factors and economic factors, increase the intention to purchase electric vehicles separately. The findings reveal that sustainable marketing significantly influences consumers’ EV purchase intentions by effectively communicating the environmental, social and economic benefits associated with EVs. In this context, it is important for businesses to adopt comprehensive and targeted marketing strategies that emphasize these key factors and encourage consumers to make more sustainable and responsible purchasing decisions.