IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v22y2025i4d10.1007_s12208-025-00449-6.html
   My bibliography  Save this article

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

Author

Listed:
  • Anisur Rehman

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

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.

Suggested Citation

  • Anisur Rehman, 2025. "Impact of environmental values, pro-environmental behavior, and pricing on purchase intention of electric vehicles," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(4), pages 929-955, December.
    • Handle: RePEc:spr:irpnmk:v:22:y:2025:i:4:d:10.1007_s12208-025-00449-6
    DOI: 10.1007/s12208-025-00449-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-025-00449-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-025-00449-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    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:spr:irpnmk:v:22:y:2025:i:4:d:10.1007_s12208-025-00449-6. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.