INTEGRATING ENVIRONMENTAL AND ECONOMIC DRIVERS OF ELECTRIC VEHICLE PURCHASE INTENTION: AN EXTENDED THEORY OF PLANNED BEHAVIOUR MODEL

Electric Vehicles (EVs) have become one of the potent means to environmental protection and mitigation of climate change. Its ability to reduce these issues lies, however on its mass adoption. With this under focus, the current research designs and empirically evaluates a conceptual framework derived through an extension of the Theory of Planned Behaviour (TPB) by elucidating the issues that determine the intention of a consumer to purchase an EV. The model assumes that attitude towards EV, subjective norms, and Perceived Behavioural Control (PBC) are first formed by environmental awareness and perceived economic benefits that influence the purchase intention among the Consumers. The moderating influence of education is also investigated in order to determine whether the moderating role of education alters the PBC on purchase intention. The data was collected from 351 respondents and processed with the help of Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that environmental awareness and Economic benefits are significant predictors of attitude, subjective norms and PBC, which are significant predictors of purchase intention. Furthermore Education is very instrumental in the process of filtering or amplifying such intentions. The research has valuable implications for policymakers and advertisers interested in advertising sustainable transportation via environmental campaigns, granting incentives and creating awareness (and informed messages).