What drives purchase behavior for electric vehicles among millennials in an emerging market
Abstract
The transport sector is recognized as a crucial source of emissions. In this regard, electric vehicles (EVs) are a promising technology that can address this issue. Although EV are introduced as an optimal alternative, how to convince people to adopt EVs is still a challenging question. Therefore, further research on how to promote EVs adoption is necessary. Given this context, this study responds to the call by examining whether self-identity has an impact on EVs purchase orientation and behavior amongst millennials in Vietnam, an emerging market. Particularly, the Unified Theory of Acceptance and Use of Technology (UTAUT) framework plays a key part in this study's moderating process. Utilizing primary data gathered through a survey with a questionnaire, this study takes a quantitative method. The survey yielded 485 legitimate replies. The findings indicate that self-identity has a direct and indirect impact on EVs purchase behavior. In this relationship, purchase orientation plays a mediation role and UTAUT measures (consumers' expectancy and objective motivation) play a moderation role. By presenting a fresh strategy for accelerating EVs adoption in practice, the study greatly adds to the body of literature already written in this field. Therefore, academics, researchers, decision-makers, experts, and expounders could find this contribution interesting.
- Publication:
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Journal of Cleaner Production
- Pub Date:
- November 2023
- DOI:
- 10.1016/j.jclepro.2023.139213
- Bibcode:
- 2023JCPro.42839213L
- Keywords:
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- Electric vehicles (EVs);
- Millennials;
- Self-identity;
- Purchase orientation;
- Purchase behavior