Electric vehicles have proven their ability to reduce hazardous substances in the environment. Despite their eco-friendly nature, the adoption of electric vehicles is still in its infancy stage. Therefore, current study aims to investigate customer intention towards purchase of electric vehicle with theory of planned behavior, electric vehicle attributes and financial incentives. Moreover, this study has examined the moderating effect of green self-identity on the relationship between customer attitude and intention to purchase electric vehicle.
The research design of this study is based on quantitative research methods. Research model is formulated under positivism research paradigm and established hypotheses with empirical data. Data were collected from electric vehicle users through survey questionnaire. Using purposive sampling approach 310 valid responses were retrieved and analyzed with structural equation modeling approach.
Statistical findings have revealed a significant impact of all exogenous factors on endogenous factors. Moreover, factors such as perceived behavioral control, environmental attributes, instrumental attributes, financial incentive, subjective norm and symbolic attributes have explained R2 79.7% variance in customer attitude toward purchase of electric vehicle. Therefore, green self-identity and customer attitude had explained R2 71.2% variance in customer intention to use of electric vehicle. Similarly, effect size analysis f2 has demonstrated a substantial effect size of subjective norm in measuring customer attitude toward purchase of electric vehicle.
This study has extended the theory of planned behavior with financial incentives, electric vehicle attributes and green self-identity and hence largely contributes to electric vehicle literature. Practically, this study has recommended that factors such as subjective norms, green-self-identity, financial incentives, environment attributes, instrumental attributes and symbolic attributes are positively related to customer attitude and hence boost customer intention to purchase electric vehicle. Therefore, policymakers should consider these factors for the successful launch of electric vehicle in consumer marketplace.
This study is original, as it has disclosed electric vehicle attributes and investigates customer intention to purchase electric vehicle. Moreover, this research is valuable, as it extends the theory of planned behavior with financial incentives and green self-identity and investigates customer intention to purchase electric vehicle.
