1 s2.0 S0040162522007272 Main

Technological Forecasting & Social Change 187 (2023) 122206
Contents lists available at ScienceDirect
Technological Forecasting & Social Change

journal homepage: www.elsevier.com/locate/techfore
Influence of pro-environmental behaviour towards behavioural intention of

electric vehicles
Nagarajan Shanmugavel a, *, Janarthanan Balakrishnan b
a
Alagappa Institute of Management, Alagappa University, Karaikudi, Tamil Nadu, India
b
National Institute of Technology, Tiruchirapalli, Tamil Nadu, India
A R T I C L E I N F O A B S T R A C T
Keywords: Governments and businesses are exploring innovative ways to sustain pro-environmental behaviours among the
e-Vehicles people. One such initiative is electric vehicles, which can lead to environment-oriented sustainable development.
Environmental knowledge However, limited studies have tried to uncover the norms underlying behavioural intention towards electric
Environmental concern
vehicles. The present research adapts to the extended Theory of Planned Behaviour (TPB) framework and in
Environmental responsibility
Personal norms
tegrates pro-environment variables to understand the direct and indirect relationship with behavioural intention.
Subjective norms Four hundred sample data were analysed using the structural equation modeling technique to examine the
Descriptive norms validity of the proposed model. Personal norm is found to be playing a significant role in developing positive
behavioural intention towards e-vehicles. Environmental knowledge is found to have a significant indirect effect
on the model. The study's conclusions will enhance the evidence on electric vehicle acceptance in India and
provide meaningful implications for practitioners.
1. Introduction researchers started studying the factors that guide and urge ‘individuals’
adoption behaviour towards e-vehicles. Hardman (2019), in their re
Environmental pollution is a pressing issue that endangers humans, view of results, stated that incentives could promote electric vehicles.
flora, and fauna. Therefore, world nations urge governments and busi But the importance of the incentives could not be generalised across
nesses to strategise sustainable efforts to mitigate environmental different regions because of varying consumer motivations. There is a
pollution through policies and programmes. Inter alia, the United Na need to create a sustainable ecosystem more than incentives influencing
tions Framework Convention on Climate Change is tabled to reduce consumers to adopt eco-friendly purchases. When incentive pro
greenhouse gases attributed to climate change (Hameed, 2018). Envi grammes were implemented in Colombia to encourage individuals to
ronmental vulnerability significantly needs decarbonisation of the buy hybrid cars, the determinants of conversion among commercial and
economy and market-based climate policy (Mastini et al., 2021). How private car owners were studied (Saldarriaga-Isaza and Vergara, 2009).
ever, the passenger vehicles that use fossil fuels significantly contribute Similarly, when China witnessed low public acceptance of electric ve
to greenhouse gases and other pollutions (Union of concerned scientists, hicles, Wang et al. (2018a, 2018b, 2018c) attempted to explore the
2014). In the meantime, the introduction of electric vehicles that are factors that thwarted “individuals” acceptance of electric vehicles. As
innovative and eco-friendly claims it as sustainable transportation that consumer's knowledge, perceived risk, perceived usefulness, and current
suffices the critical environmental need. Therefore, developing nations financial incentive were significant determinants of the intention to
are actively engaging in the transition from traditional vehicles to adopt new technology products. Wang et al. (2018a, 2018b, 2018c)
electric vehicles. adopted these variables to investigate individual's intention to adopt
Though the government and companies' initiatives intending to electric vehicles in China. Earlier studies have stated the influence of
wards manufacturing e-vehicles are laudable, understanding the con consumer preferences and public policy on adopting new vehicle tech
sumers' behaviour is imperative as they are the end-users. Undeniably nology (Helveston et al., 2015). Similarly, Huang et al. (2021a, 2021b)
the 21st century will witness the influence of human eco-behaviour on examined the preference for electric vehicles given the heterogeneity in
the formation of eco-economic policy (Rees, 2020). Therefore, several generations and different tiers of cities. Studies have attempted to
* Corresponding author.
E-mail addresses: [email protected] (N. Shanmugavel), [email protected] (J. Balakrishnan).
https://doi.org/10.1016/j.techfore.2022.122206
Received 5 February 2022; Received in revised form 23 September 2022; Accepted 15 November 2022
Available online 1 December 2022
0040-1625/© 2022 Elsevier Inc. All rights reserved.
N. Shanmugavel and J. Balakrishnan Technological Forecasting & Social Change 187 (2023) 122206
identify the consumers' perceptions and characteristics towards disadvantages of using e-vehicles (e.g., Burgess et al., 2013; Egbue and
accepting e-vehicles (Bühler et al., 2014). Liu et al. (2017) discussed the Long, 2012; Jensen et al., 2013). Eden (1993) urged the need for
factors like technology, government regulations, consumers' satisfac incorporating environmental responsibility and pro-environmental be
tion, price, models, and competition as the significant factors that in haviours towards consumerism as it was not adequately addressed in
fluence the diffusion of e-vehicles. Similarly, few studies have knitted academic works. In light of the abovementioned gap, this study proposes
customers' demographic, economic, and technical factors with the the following research questions.
adoption of e-vehicles (Chen et al., 2020; Haustein and Jensen, 2018).
To alleviate the contention of the Chinese market on the high price of RQ1: What are the underlying norms that develop behavioural
electric vehicle batteries, manufacturers started battery leasing plans to intention towards e-vehicles?
trigger the sales of electric vehicles (Huang et al., 2021a). Similarly, a RQ2: Do environmental responsibility, environmental concern, and
study by Qian et al. (2019) unravelled the significance of service attri environmental knowledge significantly mediate between personal
butes and government policies' role in incentivizing individuals to pur norm, descriptive norm, and moral norm to behavioural intention
chase electric vehicles. In addition, a study was undertaken by Qian and towards electric vehicles?
Soopramanien (2015) in China on the car owners' and non-car ‘owners’
preferences towards green cars. Another interesting study stated the By exploring the research questions, the paper contributes signifi
subsidies to buy electric vehicles and examined the influence of car cantly to existing knowledge related to the theory of planned behaviour,
ownership policies on the choice of electric vehicles (Yang et al., 2017). pro-environmental behaviours, and e-vehicle literature. The next part of
The influence of cost and usage-related factors on the adoption of the paper is organized as follows: first, pertinent literature and the
electric vehicles were identified by Zhuge et al. (2020). Qian and Yin theoretical background are discussed. Next, the research model and
(2017) identified the influence of cultural values among Chinese con hypotheses are presented. Following hypotheses, the methodology and
sumers on the intention to adopt electric vehicles. Huang and Qian results of the analysis are presented. Finally, the results are discussed
(2018) studied the differential psychological factors fettered among the with theoretical and managerial implications. The conclusions are given
individuals and their influence on electric vehicle preference across the in the last part of the paper.
different Chinese markets. More recently, Shanmugavel et al. (2022)
explored the use of information influence, value-expressive influence, 2. Literature review and theoretical background
product innovativeness, and perceived usefulness in the acceptance of
electric vehicle in India by embracing social comparison theory and 2.1. Theory of planned behaviour for predicting behavioural intention
Technology Acceptance Model. Mi et al. (2019) stated the role of towards electric vehicles
informativeness and usefulness in the intention to consume low-carbon
products. From a marketing perspective, Abu-Alkeir and Area (2020) The theory of planned behaviour is an extension of the theory of
identified the significance of price, goodwill of manufacturers, and fuel reasoned action (Ajzen, 1985, 1991; Ajzen and Madden, 1986) after
economy towards the purchase intention of electric cars. Similarly, in adding perceived behavioural control (Ajzen, 1991; Chau and Hu,
formation about green products impacts consumers' purchase decisions 2001), which influences both intention and behaviour (Ajzen, 1985;
(Liu et al., 2012). In addition to the existing literature, He et al. (2018) Armitage and Conner, 2000). Consumer intentions and behaviours are
developed a personality-perception-intention framework to analyze commensurate with personal characteristics and social influence (Ajzen
consumers' adoption of e-vehicles. Hall (2013) outlined the significance and Fishbein, 1980), which also vary across situations (Ajzen, 1991) and
of encouraging consumers' pro-environmental attitude and behaviour are extensively used to predict behaviour intentions (Norman et al.,
that beckon responsible behaviour. The author conducted an extensive 2007). A plethora of researchers has studied eco-friendly and sustain
literature review incorporating the pro-environmental constructs like able environment behaviour using the TPB framework (Bamberg and
environmental knowledge, responsibility and environmental concern, Schmidt, 2001; Bamberg, 2003; Chen and Tung, 2014; Chen and Tung,
and personal norm, which impact consumers' behavioural intention to 2010; Karunanayake and Wanninayake, 2015; Lam, 1999; Terry et al.,
wards electric vehicles. Several prior studies investigated the signifi 1999). As an extension, Chen and Tung (2010) incorporated personal
cance of these pro-environmental attributes towards the behaviour norm; Rivis and Sheeran (2003) incorporated descriptive norm, and Ateş
intention in adopting green products (Hamzah and Tanwir, 2021); e- (2020) added the factors like biospheric values, environmental self-
vehicles are hemmed in the contour of eco-friendly products. The drivers identity, and personal norm. The use of TPB powerfully predicts the
and barriers to electric vehicle adoption studied by Rezvani et al. (2015) purchase intention of consumers, as proposed by Karunanayake and
suggested that researchers understand individuals' cognitive and Wanninayake (2015); He et al. (2020); and Klöckner et al. (2013) with
emotional states to facilitate the policymakers and marketers in subtle changes in the TPB model.
formulating strategies that topple the barriers to electric vehicle adop The TPB has extensively employed descriptive and subjective norms
tion. However, to our knowledge, no studies have incorporated the pro- to predict behavioural intention (e.g., Cialdini, 2003; Cialdini et al.,
environmental attributes with the theory of planned behaviour to un 2006; Fishbein and Ajzen, 1977; Rouibah et al., 2009), alongside new
derstand consumers' behavioural intention towards e-vehicles. Hence, constructs were added and decomposed to enhance the explanatory
with the identified gaps and based on the suggestions and scope for power. Despite the constant use of indigenous constructs by earlier re
future research as ushered by prior researchers, we conducted the study searchers, the current study intends to investigate the novel factors that
in the Indian context as behavioural intentions vary between nations are overlooked and may shape the behaviour of individuals towards
(Schwartz, 2007). electric vehicles. In addition, several researchers who adopted the TPB
Based on the extensive reviews, hardly any study has subsumed the have excluded perceived behavioural control related to external cir
role of the personal norm, environmental knowledge, environmental cumstances (Liobikienė et al., 2021). It is difficult to determine the
concern, and environmental responsibility to predict individuals' quantum of control that individuals have on the performance of given
intention towards e-vehicles. Hence, based on the exploration and the behaviour is used as a proxy for actual control (Sok et al., 2021).
gaps identified, the study incorporated the pro-environmental Whereby the current research used environmental responsibility, envi
attributes. ronmental concern, and environmental knowledge as a replacement to
In line with Lam (1999) and Chen and Tung (2014), this study adopts the perceived behavioural control that finally results in the behavioural
the extended theory of planned behaviour by incorporating environ intention of individuals towards electric vehicles. In addition, the
mental concern to understand the behaviour intention towards e-vehi expanded TPB decomposed the indigenous factors to predict the will
cles. Few studies have previously identified the advantages and ingness to use solar energy (Irfan et al., 2021a, 2021b); willingness to
2
use facemasks (Irfan et al., 2021a). Another study by Ahmad et al. influence individuals' behaviour as pertinent inputs sting to act suitably
(2021) explored the factors affecting individuals' willingness to adopt in enabling the goal (Jacobson et al., 2011); similarly, Walker et al.
pandemic prevention using the TPB in a hybrid model that excludes (2006) stated that descriptive norms guide intentions. Hence, when
perceived behavioural control. Given the changes made to the TPB by added with TPBs, the descriptive norm's explanatory power to predict
several researchers, the current research adopted the extended TPB by behavioural intentions could be enhanced (McMillan and Conner, 2003;
replacing the indigenous constructs. Kaiser and Scheuthle (2003) McMillan et al., 2005; Rise et al., 2008; Rivis and Sheeran, 2003).
demonstrated TPB's high explanatory power by adding personal norms However, several studies suggest that descriptive norms explain
when assessing consumers' intention towards eco-friendly behaviour. behavioural intentions that vary (e.g., Rivis and Sheeran, 2003; Sheeran
Heffner et al. (2007) identified that consumers who evince high envi and Orbell, 1999; Stanton et al., 1996). Cialdini (2003) determined that
ronmental concerns intend to purchase hybrid electric vehicles. Tanwir adding descriptive norms with TPB becomes effective when consumers
and Hamzah (2020) unveiled and proved that consumers with extensive embrace pro-environmental behaviour, because descriptive norms swirl
environmental knowledge explained the inclination to buy eco-friendly on known others' raw behaviour and merely social proof. Such norms
products. The current research measured the environmental knowledge could be easily accommodated without extensive cognitive analysis
of individuals using the perceived environment knowledge scale rather (Cialdini, 2003). Descriptive norm was considered a powerful source
than the factual environmental knowledge in line with previous re that explains pro-environmental behaviour (Demarque et al., 2015). In
searchers (e.g. Mostafa, 2007) because several researchers have argued congruence with the literature, which understood the significance of
the containment of factual knowledge (Diamantopoulos et al., 2003). descriptive norms in studying behavioural intention. Based on the above
This study adopts the extended TPB model by integrating pro- discussion, we propose the following hypothesis.
environmental constructs. Though intention predicts behaviour
Hypothesis 2. Descriptive norm positively influences the behavioural
(Armitage and Conner, 2001), it remains less strong than behavioural
intention towards e-vehicles.
measures, as signified by De Groot and Steg (2007), and satisfaction
attributes to intentions; hence, we took behavioural intention as a
dependent factor. Social science researchers perceive behavioural in 2.4. Subjective norms
tentions as a pertinent predictor of performance (Chi and Qu, 2008).
Subjective norm is a significant component in TPB, referred to as the
perception of an individual about how others think about themself to
2.2. Personal norm
wards a performance. Ajzen (1988) defined subjective norm as the
supposition that one derives from others about themself relating to an
Psychological needs significantly leverage motivation and produce
act. Subjective norm is a significant component in TPB, which is widely
specific psychological outcomes (Vallerand et al., 1992). Psychological
supported through several types of research. It is imperative to probe the
need contributes to intrinsic motivation (Schneider and Kwan, 2013),
individuals' volley of belief to understand the factors that influence
and it emanates from the organismic need for competence and self-
behaviour (Fishbein et al., 1980); hence the amplitude of belief remains
determination (Deci and Ryan, 2008), which results in personal norm
the source for subjective norms. Subjective norm is a cause for human
(Schwartz, 1973) or otherwise, the personal norm is evidence of a
intentions and actions (Rouibah et al., 2009).
conscience. Schwartz and Howard (1981) defined personal norm as
Further, Ajzen (2002) hypothesised that subjective norm demon
“feelings of moral obligation to perform or refrain from specific actions,”
strates the high explanatory power of the TPB. Prior researchers have
which signifies self-determination imbued within an individual. Mostly,
also identified the moderating and mediating effect of subjective norms
civic behaviours are ethics-centered contributions to society that elicit a
onindividual behaviour and outcomes (Sun et al., 2020). Similarly,
sense of satisfaction (Lindenberg, 2001). Pro-environmental behaviour
several researchers have used subjective norms to explain intention and
emanates from the personal norm (Van der Werff et al., 2013) that in
behaviour (e.g. Dalila et al., 2020; Kim et al., 2009; Nayanajith et al.,
centivizes individuals to behave with a conscience to enable a sustain
2020; Pender and Pender, 1986; Santos and Liguori, 2020; Sheeran
able environment imperative for the next generation's healthy living.
et al., 1999). Hence in line with the logic identified in previous studies
People with high concern for the environment feel great moral obliga
following hypothesis has been framed.
tion (Schwartz, 1970). Literature associated with TPB ensures that
personal norm enhances TPB's explanatory power towards behavioural Hypothesis 3. Subjective norm positively influences the behavioural
intention. However, the personal norm is enhanced by the level of intention towards e-vehicles.
awareness and responsibility (Esfandiar et al., 2020). Schwartz (1973)
states that personal norm varies depending on the situation and indi 2.5. Environmental knowledge
vidual differences. Stern (2005) associated personal norms with the
awareness of consequences and determined it as a significant factor of Environmental knowledge is an influential factor that mellows down
pro-environmental behaviour. Personal norm facilitates the adoption of an individual's behavioural intention towards electric vehicles. Prior
green products Achtnicht (2012), and Wang et al. (2016) discerned the studies have stated that environmental knowledge enhances the con
effect of environmental concern towards adopting green products sumers' understanding of the product and its significance to the envi
through the personal norm's mediation effect. Based on the available ronment (Kirchhoff et al., 2013) and is also an essential factor that
literature, it is discerned that personal norm significantly impacts significantly impacts consumers' ecological behaviour (Kaiser and
behavioural intention. Hence, the following hypothesis is framed. Scheuthle, 2003; Paço and Lavrador, 2017). Lindenberg and Steg (2007)
Hypothesis 1. Personal norm positively influences the behavioural stated the relationship between environmental knowledge and envi
intention towards e-vehicles. ronmental behaviour. Environmental knowledge's relationship with
decision attributes identifies the different facets using knowledge
(Dewulf et al., 2020). People with good environmental knowledge
2.3. Descriptive norm
exhibit stronger intentions and behaviour to pursue sustainable envi
ronmental practices (Fielding and Head, 2012). Further, Cheung et al.
Descriptive norm is one of the facets of social norms referred to as the
(1999) added that environmental knowledge predicts behaviour. Hence
perceptions of others' attitudes and behaviours for a specified action
it is hypothesised that:
(Cialdini, 2003) or what an individual does (Cialdini et al., 1990).
Through descriptive norms, marketing communications influence con Hypothesis 4. Environmental knowledge positively affects the
sumers towards the desired action (Lim et al., 2020). Descriptive norms behavioural intention towards e-vehicles.
3
Several researchers argued ‘that personal norms as individuals’ in indirectly influence the relationship of personal, descriptive, and sub
ternal psychological factors that determine eco-friendly behaviours (e.g. jective norms to behavioural intention. Research in consumer psychol
Ajzen and Fishbein, 1973). Similarly, descriptive norm influences ogy has asserted that the consumer's normative principles can alter
human behaviour and provides positive clues to complex decisions based on ethical responsibilities (Fukukawa et al., 2019). Given the
relating to environmental protection (Kim et al., 2012). At the same bondage that consumers associate with eco-friendly products based on
time, subjective norms refer to the approval from a peer group or a environmental responsibility (Jayaraman et al., 2015), consumers may
person. All three constructs, descriptive, personal, and subjective norms, associate their norms more from an environmental responsibility angle.
explain an individual's conceptualisation of a given event or context. Hence, from the above propositions, we propose the following
Previous research has supported that knowledge about technology, hypotheses.
event, context, person, and enterprises can intervene in the existing
Hypothesis 5a. Environmental responsibility positively mediates the
relationship (Dwivedi et al., 2022). Through this proposition, we posi
relationship between personal norms and behavioural intention towards
tion that knowledge about the environment can influence individual
e-vehicles.
perception and judgements (Sujan, 1985), at descriptive, personal, and
social levels. Madsen and Ulhøi (2001) assert that environmental Hypothesis 5b. Environmental responsibility positively mediates the
knowledge can transform and motivate individuals' perception to relationship between descriptive norm and behavioural intention to
engage in pro-environmental activities. Kollmuss and Agyeman (2002) wards e-vehicles.
argued that when emotional involvement is weaker due to a lack of
Hypothesis 5c. Environmental responsibility positively mediates the
environmental knowledge, individuals do not show concern for
relationship between subjective norm and behavioural intention to
addressing the immediacy of environmental degradation. Several re
wards e-vehicles.
searchers consolidated that lack of environmental knowledge thwarts
people from engaging in pro-environmental behaviour (e.g., Ünal et al.,
2018; Wang et al., 2018a, 2018b, 2018c). Based on the above discussion, 2.7. Environmental concern
we propose the following hypotheses.
Environmental concern is one of the significant factors that ushers
Hypothesis 4a. Environmental knowledge positively mediates the
the consumers towards e-vehicles, as it drives behaviour-specific atti
relationship between personal norms and behavioural intention towards
tudes (Heath and Gifford, 2002). Nonetheless, Bamberg (2003)
e-vehicles.
confirmed the deterministic effect of environmental concern on attitude
Hypothesis 4b. Environmental knowledge positively mediates the and behaviour. Environmental concern can be explained as “‘In
relationship between descriptive norms and behavioural intention to dividuals’ commitment towards the environment to alleviate pollution
wards e-vehicles. that harms the atmosphere and thwart exploitation of natural resources”
(Dunlap and Jones, 2002). Similarly, Wang et al. (2016) justified that
Hypothesis 4c. Environmental knowledge positively mediates the
consumers' environmental concern influences adoption intention, and
relationship between subjective norms and behavioural intention to
Paul et al. (2016) resolved that environmental concern influences pur
wards e-vehicles.
chase intention. Moreover, prior studies confirm the influence of envi
ronmental concern on the purchase of eco-friendly products (Hansla
2.6. Environmental responsibility et al., 2008; Roberts and Bacon, 1997). The neoclassical corporate social
responsibility model suggested environmental concern as a minimum
The mounting environmental intricacies sensitize individuals to moral programme (DesJardins, 1998). Hence it becomes a rationale to
recognize the significance of environmental responsibility in alleviating incorporate this construct. Moreover, based on the above discussion
its repercussions. The expression of one's accountability towards a sus following hypothesis is framed.
tainable environment can be attributed to environmental responsibility,
Hypothesis 6. Environmental concern positively influences the
albeit responsibility stems from guilt (Kaiser and Shimoda, 1999). Pro
behavioural intention towards e- vehicles.
tecting the environment could be witnessed by shouldering re
sponsibility (Fielding and Head, 2012). As it is the responsibility, even Environmental concern describes the consideration and awareness of
corporations of all sizes strive to embrace environmental responsibility environmental issues (Schuitema et al., 2013). Individuals can change
as a competitive advantage (Lee et al., 2010). Industries start their behaviour to be more environmentally friendly by becoming con
manufacturing and labeling eco-friendly products to encourage con cerned about the environment (Richardson, 2013). Ajzen (1991) as
sumers' responsibility towards a sustainable environment (Tan et al., certains that environmental concern can indirectly influence the
2017). Follows and Jobber (2000) confirmed the significance of envi behavioural intentions of consumers concerned with environmentally
ronmental responsibility in purchase intention. In addition, Kumar and friendly products. In a meta-analysis, Klöckner et al. (2013) discovered a
Ghodeswar (2015) signified that environmental responsibility imbued link between environmental concerns and ecologically friendly behav
within oneself would significantly influence green products. Hence, we iours. The above review signifies the intervening role of environmental
hypothesised that: concern in human behaviour. In a similar context, the environmental
concern can induce individuals indirectly to position their personal,
Hypothesis 5. Environmental responsibility positively affects the
descriptive, and subjective norms. De Groot and Steg (2007) found a
behavioural intention towards e-vehicles.
significant association between environmental concern and subjective
Environmental responsibility is the human commitment and obli norm but not with intention. Chen and Tung (2014) stated that the
gation to preserve the global environmental ecosystem (Afsar et al., environmental concern ingrained within the consumer would usher
2020). While the descriptive, personal, and subjective norms are cir them to visit green hotels. Sigurdardottir et al. (2014) identified that
cumscribed to an individual's perception and beliefs, the perception can customers of young age disregard environmental concerns while buying
be changed by related variables (Sujan, 1985). Li et al. (2020) found that cars. Consumers sacrifice money for the noble cause of environmental
corporate environment responsibility can indirectly influence corporate concern when buying eco-friendly (Kuhlemeier et al., 1999). Fielding
innovation and value. Yue et al. (2020) found that environmental re and Head (2012) determined that people with deeper environmental
sponsibility can affect the relationships associated with green purchase concern shows high intentions and behaviour towards sustainable
intention. Given the previous evidence and the rationality inherent environmental practices. Thus, from the discussion above, we propose
within the concepts, we assume that environmental responsibility can that environmental concern can indirectly influence the relationship of
4
personal, descriptive, and subjective norm to behavioural intention. relevance and sample prototypicality as explained by Landers and
Thus the following hypotheses are proposed. Behrend (2015). A field survey was organized in India from
August–December 2020 with the assistance of automobile dealers and
Hypothesis 6a. Environmental concern positively mediates the rela
without any incentives using apaper-based questionnaire to collect data
tionship between personal norm and behavioural intention towards e-
from the prospects 525 surveys were distributed, and 125 surveys were
vehicles.
unusable because of inaccurate entries. Thus 400 surveys were used in
Hypothesis 6b. Environmental concern positively mediates the rela the analysis, ensuring data sufficiency as suggested by Hair et al. (2006).
tionship between descriptive norm and behavioural intention towards e-
vehicles.
Table 1
Hypothesis 6c. Environmental concern positively mediates the rela Demographic characteristics of respondents.
tionship between subjective norm and behavioural intention towards e- Characteristics Category Frequency Percentage
vehicles. (n) (%)
Gender Male 210 52.5

Female 190 47.5
2.8. Research model
Age 20–30 127 31.75
31–40 106 26.5
Amidst the study conducted by previous researchers, several studies 41–50 88 22.0
explain consumers' behavioural intentions by using the extended Theory 51–60 79 19.75
Educational School 11 2.75
of Planned Behaviour model. Hence, in accordance with the earlier
qualification Diploma and 145 36.25
studies, we used an extended TPB model by incorporating certain pro- Engineering
environmental constructs. The constructs used in the current research Arts, Science and 146 36.5
that intends to study the behavioural intention of individuals towards Management
electric vehicles were used by previous researchers to explain the Para medical and 77 19.25
Doctors
adoption of green, eco-friendly products and a sustainable environment.
Others 21 5.25
Accordingly, a hypothetical model was proposed and is presented in Monthly income <Rs. 25,000 17 4.25
Fig. 1. Rs. 25,001–Rs. 50,000 26 6.5
Rs. 50,001–Rs. 75,000 30 7.5
Rs. 75,001–Rs. 39 9.75
3. Research methodology 1,00,000
Rs. 1,00,001–Rs. 73 18.25
3.1. Research design and sampling procedure 1,25,000
Rs. 1,25,0001–Rs. 98 24.5
1,50,000
A cross-sectional research design was adopted to explore the pro
>Rs. 1,50,000 117 29.25
posed research questions and investigate the hypotheses, following Marital status Married 302 75.5
Zikmund et al.'s (2013) recommendations. Further, the non-probability Unmarried 98 24.5
sampling (convenience sampling) technique was used to choose the Previous car ownership One car 327 81.75
study cases, and a well-structured closed-ended questionnaire was used status Two cars 59 14.75
More than two cars 14 3.5
to collect the responses. Though, few researchers have doubted the Driving licence status Yes 400 100
representativeness of non-probability sampling (e.g., Coughlan et al., Awareness about Yes 400 100
2009), we ensured the representativeness of sample by examining their electric vehicles
knowledge on electric vehicles, which remains similar to sample
Personal Behavioural
Norm Intention towards
Electric vehicles
Descriptive
Norm
Environmental
concern
Subjective
Norm
Environmental
Responsibility
Environmental
Knowledge
Fig. 1. The proposed hypothetical model.
5
The demographic characteristics of the study cases were given in Table 2

Table 1. Results of the measurement model.
Construct Items Mean Loadings AVE, MSV Composite
3.2. Measures (SD) & ASV reliability
Personal norm PN1 4.47 0.837*** 0.734, 0.895

The survey questionnaire consists of two parts; the first part purports (1.48) 0.630 &
to elicit the characteristics of the respondents, and the second part of the PN2 4.43 0.891*** 0.369
questionnaire consists of seven constructs comprising 26 items to (1.35)
PN3 4.35 0.839***
explain the behavioural intention towards e-vehicles. All the constructs (1.33)
were validated through prior studies. The constructs and their respective Descriptive norm DN1 4.23 0.896*** 0.684, 0.892
items with sources are presented in the appendix. The items were (1.26) 0.527 &
measured using 5 point scale that ranged from 5 - “very strongly agree” DN2 4.24 0.788*** 0.335
(1.17)
to 1 - “very strongly disagree”. To suit the prior items to the context of
DN3 4.25 0.793***
this study, we rephrased some of the words. (1.31)
Subjective norm SN1 4.11 0.787*** 0.645, 0.856
3.3. Data analysis (1.35) 0.512 &
SN2 3.82 0.834*** 0.364
(1.37)
We used Microsoft Excel, SPSS 23.0, and AMOS to process and SN3 3.86 0.842***
analyze the data. Incommensurate with the proposition outlined by (1.39)
Anderson and Gerbing (1988), we employed the two-step structural SN4 3.91 0.745***
equation modeling (SEM) to investigate and determine the relationship (1.38)
Environmental EK1 3.96 0.749*** 0.696, 0.897
between endogenous and exogenous factors as specified through a hy
knowledge (1.30) 0.608 &
pothesis. To test the hypothetical models as MacCallum and Austin EK2 3.85 0.764*** 0.416
(2000) recommended using SEM, we first used confirmatory factor (1.22)
analysis (CFA) to test the validity and reliability of the study instrument. EK3 3.80 0.899***
As Hair et al. (2017) recommended conducting SEM, the loadings are (1.29)
EK4 3.87 0.839***
high in CFA, showing the sample's adequacy. The maximum likelihood (1.28)
estimation technique was employed to explore the structural model EK5 3.98 0.798***
estimates. (1.27)
Environmental ER1 3.52 0.854*** 0.717, 0.900
responsibility (1.49) 0.623 &
4. Results
ER2 3.68 0.850*** 0.311
(1.36)
4.1. Description of the demographic profile of respondents ER3 3.63 0.844***
(1.33)
As seen in Table 1, more than half (52.5 %) of the participants were ER4 3.64 0.839***
(1.41)
male; female accounted for 47.5 % of the participants. As for the age Environmental EC1 3.63 0.840*** 0.601, 0.901
categories; the majority (31.75 %) of respondents were within the age concern (1.45) 0.630 &
group of 20–30, almost similar to the median age group of the Indian EC2 3.64 0.825*** 0.350
population (Statista, n.d.). Regarding educational level, holders of arts, (1.33)
EC3 3.60 0.867***
science and management degrees constituted the largest group in the
(1.43)
sample size, accounting to 36.5 % of the sample size, followed by those EC4 3.57 0.905***
with a diploma and engineering degrees (36.25 %). Regarding income (1.29)
level distribution, the larger part (29.25 %) of the current sample was for Behavioural BI1 3.93 0.884*** 0.721, 0.886
those with a monthly over Rs. 1,50,000. Most participants (81.75 %) in intention (1.28) 0.441 &
towards EV BI2 3.82 0.823*** 0.394
the current study have one car, followed by 14.75 % who have two cars. (1.31)
Finally, all the respondents in our research have driving licenses and BI3 3.76 0.840***
significant knowledge about e-vehicles. (1.23)
***
Significant at 99 % confidence level.
4.2. Measurement model assessment
values were calculated and found to be >0.85. The Cronbach's value for
One of the essential conditions before adopting the maximum like
all the constructs was found to be above their cut-off values and fulfils
lihood model in SEM is to confirm the multivariate normality (Hsu and
the recommendation of Nunnally and Bernstein (1994). The highest
Lin, 2016) therefore, Mardia's co-efficient (Mardia, 1970) was calcu
Cronbach's alpha recorded in the study was 0.90, and the lowest was
lated. The critical ratio of Mardia's co-efficient calculated was 1.81,
0.78 which can be seen in Table 3. The study further shows the presence
which is lesser than the threshold value of 1.96, as suggested by Gao
of discriminant validity (shown in Table 3) as the diagonal values equal
et al. (2008), and confirmed multivariate normality in the study. Then in
AVE's square root and are greater than their corresponding inter-
the first stage of the two-step SEM, with the use of confirmatory factor
correlations. Thus the current study fulfils the recommendations of
analysis (CFA), we examined the reliability and validity measures of the
Hair et al. (2010) with respect to the validity and reliability. Further, as
study instrument. Therefore, the descriptive statistics of the scale items
Leong et al. (2012) suggested, the goodness of fit indices were calcu
and factor loadings are depicted in Table 2. Based on the analysis, our
lated. The respective fit indices are CMIN/DF = 1.80; GFI = 0.931; CFI
study exhibited good content, and convergent validity as the factor
= 0.972 and RMSEA = 0.045, which were within the recommended
loadings or the standardised regression weights are above 0.74. The
level as signified by Leong et al. (2012).
average variance extracted (AVE) is above 0.60. Moreover, the threshold
level of discriminant validity was also met as the values of AVE were
higher than the maximum shared variance (MSV) and average shared
variance (ASV) (Hew and Kadir, 2016). The composite reliability (CR)
6
Table 3
Inter-correlation and √AVE values.
Constructs Cronbach's α EC PN DN SN EK ER BI
EC 0.900 0.775
PN 0.889 0.461 0.856
DN 0.866 0.469 0.726 0.827
SN 0.788 0.780 0.530 0.591 0.803
EK 0.887 0.421 0.577 0.670 0.582 0.834
ER 0.890 0.794 0.483 0.505 0.715 0.357 0.846
BI 0.883 0.604 0.651 0.619 0.639 0.664 0.585 0.849
Note 1: The diagonal values represent the √AVE.

Note 2: EC = environmental concern; PN = personal norm; DN = descriptive norm; SN = subjective norm; EK = environmental knowledge; ER = environmental
responsibility; BI = behavioural intention.
4.3. Common method bias (CMB) vehicles (0.534). The testing of research hypotheses is presented in
Table 4. The results of the path coefficient analysis shows that envi
A common instrument was used for measuring all the variables with ronmental responsibility was significantly predicted by the role of per
different kind of scales, therefore Harman's single-factor analysis was sonal norm (β = 0.146; p < 0.01) and subjective norm (β = 0.721; p <
performed (Hew and Kadir, 2016). To perform this we used exploratory 0.01). However the impact of descriptive norm (β = 0.071; p > 0.05) on
factor analysis through unrotated factor solution. Consequently, the first environmental responsibility was not supported. The study further
factor contributed to 36.4 % of the total variance extracted, which is shows that environmental knowledge was significantly predicted by the
well below 50 % and confirms the study free from CMB issues (Wong role of personal norm (β = 0.209; p < 0.01); descriptive norm (β =
et al., 2016). However, Podsakoff and Organ (1986) proposed that 0.480; p < 0.01) and subjective norm (β = 0.339 at p < 0.01). In addition
Harman's single factor may not provide a comprehensive overview environmental concern was significantly impacted by the role of per
regarding CMB. Subsequently, the common latent factor (CLF) method sonal norm (β = 0.120; p < 0.01) and subjective norm (β = 0.815; p <
recommended by Podsakoff et al. (2003) was used to evaluate the 0.01). However, the impact of descriptive norm on environmental
Common Method Bias (CMB). The standardised estimates of CLF and concern was not supported. The path coefficient analysis further shows
Non-CLF models were compared and the difference was found to be well that behavioural intention towards electric vehicles was significantly
below 0.05. Accordingly, this study confirmed that CMB is not a major predicted by environmental knowledge (β = 0.355 and p < 0.01);
concern (MacKenzie and Podsakoff, 2012). environmental responsibility (β = 0.140; p < 0.05); environmental
concern (β = 0.211; p < 0.05) and personal norm (β = 0.233; p < 0.015).
4.4. Structural model evaluation However, the impact of descriptive norm (β = 0.066; p > 0.05) and
subjective norm (β = 0.105; p > 0.05) were not supported.
The research hypotheses developed through the conceptual model
were tested in this stage. The model fit in SEM exhibited the following fit 4.5. Analysing the direct and indirect effects
indices: CMIN/DF = 2.87 (Ideal value <3.00); GFI = 0.92 (Ideal value
>0.90); AGFI = 0.90 (Ideal value >0.90); NFI = 0.93 (Ideal value To determine the total, direct and indirect effect of the antecedents
>0.90); CFI = 0.95 (Ideal value >0.90); and RMSEA = 0.07 (Ideal value on behavioural intention towards e-vehicles, we used SEM in AMOS
<0.08). Based on the values mentioned above of the fit indices, the with the employment of 3000 bootstrap samples as suggested by Sin
current research satisfies the recommendations of Hair et al. (2010). kovics et al. (2016) at a 95 % significance level. First, the study tested
Further, the predictive validity was also supported for the conceptual the indirect effect of environmental concern on the personal norm,
model as a large amount of variance was accounted for environmental descriptive norm, and subjective norm with behavioural intention to
responsibility (0.546), environmental knowledge (0.389), environ wards e-vehicles. The results indicated that environmental concern
mental concern (0.679), and behavioural intention towards electric positively mediates the relationship between personal norm, and
Table 4
Results of hypotheses testing.
Dependent variables Independent variables Model 1 estimates P value Model 2 estimates P value Results VIF r2
Environmental responsibility Personal norm 0.146*** 0.000 Supported 1.13 0.546

Environmental responsibility Descriptive norm 0.071 ns 0.097 Not supported 1.17
Environmental responsibility Subjective norm 0.721*** 0.000 Supported 1.21
Environmental knowledge Personal norm 0.209*** 0.000 Supported 1.25 0.389
Environmental knowledge Descriptive norm 0.480*** 0.000 Supported 1.61
Environmental knowledge Subjective norm 0.339*** 0.000 Supported 2.32
Environmental concern Personal norm 0.120*** 0.002 Supported 2.14 0.679
Environmental concern Descriptive norm − 0.005 ns 0.901 Not supported 1.53
Environmental concern Subjective norm 0.815*** 0.000 Supported 1.61
Behavioural intention Environmental knowledge 0.355*** 0.000 0.575*** 0.000 Supported 1.27 0.534
Behavioural intention Environmental responsibility 0.140** 0.038 0.269*** 0.000 Supported 2.17
Behavioural intention Environmental concern 0.211** 0.022 0.299*** 0.000 Supported 1.83
Behavioural intention Personal norm 0.233*** 0.000 Supported 1.59
Behavioural intention Descriptive norm 0.066ns 0.225 Not supported 2.32
Behavioural intention Subjective norm 0.105 ns 0.368 Not supported 2.51
Model 2 indicates the causal effect of pro-environmental variables to behavioural intention.

VIF Variance inflation factor.
ns indicate values not significant.
***
Indicate values significant at 99 % confidence level.
**
Indicate values significant at 95 % confidence level.
7
subjective norm towards the behavioural intention of e-vehicles. How 4.6. Causal effect of pro-environmental variables
ever, no mediation effect is found in the relationship between descrip
tive norm and behavioural intention towards e-vehicles. It is also Studying the causal effect through SEM remains a significant part of
imperative to note that environmental concern's direct and indirect ef any research in social sciences. Therefore, the main causal effect of pro-
fects on subjective and personal norms towards behavioural intention environment variables on the behavioural intention towards e-vehicles
were positive and exhibit partial mediation. The indirect effect of was studied based on the recommendations of Ay and Polani (2008). The
environmental knowledge on the relationship between subjective, study showed that environmental knowledge significantly impacted
descriptive and personal norm was tested. A partial mediation effect of behavioural intention towards e-vehicles (β = 0.575 and p < 0.01);
environmental knowledge on the relationship between subjective, per environmental responsibility exhibited a significant impact on behav
sonal norm and behavioural intention towards e-vehicles was found. ioural intention towards e-vehicles (β = 0.269 and p < 0.01); similarly
However, environmental knowledge shows a full mediation effect on the environmental concern positively impacted the behavioural intention
relationship between descriptive norm and behavioural intention to towards e-vehicle (β = 0.299 and p < 0.01). Based on the above results,
wards e-vehicles based on the contention that the direct effect is insig the current study clearly shows the causal effect of pro-environment
nificant and the indirect impact is significant (Zhao et al., 2010). Finally, variables on the behavioural intention towards e-vehicles.
the indirect effect of environmental responsibility on the relation be
tween subjective, descriptive, and personal norm and behavioural 5. Discussions
intention towards e-vehicles was tested. The results indicate that envi
ronmental responsibility positively mediates the relationship between The current study's findings reveal that personal norm influences
personal norm and behavioural intention and a partial mediation effect environmental responsibility and supports the results of Harland et al.
was found; however, the mediating effect was not found in the rela (2007). In addition, the mediating effect of environmental responsibility
tionship between subjective norm, descriptive norm, and behavioural between personal norm and behavioural intention towards e-vehicles
intention towards e-vehicles. Table 5 shows the results of the mediation shows the significance of environmental responsibility in ushering in
analysis. dividuals towards e-vehicles. Further, the study reveals that subjective
norm influences environmental responsibility; this indicates that if the
important one embraces environmental responsibility it induces others
(Rhodes and Courneya, 2003). Descriptive norm significantly impacts
Table 5 environmental responsibility in line with Bissing-Olson et al. (2016).
Results of mediation analysis. Similarly, in line with prior studies (e.g., Barr, 2003; Eden, 1993; Van
Effects Effects of EC on Effects of EK on Effect of ER on
denbergh, 2004), this research states that personal norm significantly
BI BI BI influences environmental responsibility vis-a-vis leads to green
consumerism. This study identifies the significant influence of descrip
SN Total Effects 0.427*** 0.427*** 0.428***
(std. error, lower (0.073, (0.073, (0.073, tive norm on environmental knowledge, as argued by Bohner and
bound, upper 0.575,0.290) 0.568,0.286) 0.567,0.287) Schlüter (2014), which further signifies that reference groups influence
bound) individuals to derive the desired action. In line with Stern (2000), this
Direct effect 0.242** (0.109, 0.327*** 0.112*** study confirms the influence of personal norms on environmental
(std. error, lower 0.453,0.031) (0.078, (0.101,
bound, upper 0.480,0.175) 0.507,0.112)
concern. Hence, the current study argues that greater the personal norm
bound) will lead to more environmental concern. In addition, prior studies have
Indirect effect 0.186** (0.076, 0.042*** 0.114ns (0.066, exhibited a significant relationship between descriptive norm and
(std. error, lower 0.341, 0.044) (0.035, 0.263, − 0.004) environmental concern (e.g., Elgaaied-Gambier et al., 2018). Further,
bound, upper 0.181,0.042)
this study showed a significant influence of subjective norm on envi
bound)
DN Total Effects 0.240*** 0.241*** 0.240*** ronmental concern and is consistent with the study results of Albayrak
(std. error, lower (0.084, (0.083, (0.084, et al. (2013); the higher the subjective norm the greater will be the
bound, upper 0.407,0.080) 0.409,0.081) 0.408,0.080) environmental concern. In line with prior researches (e.g. Laroche et al.,
bound) 2002), this study shows the influence of environmental knowledge on
Direct effect 0.233** (0.084, 0.102ns (0.077, 0.057** (0.086,
(std. error, lower 0.400,0.070) 0.257, − 0.047) 0.396,0.057)
behavioural intention towards e-vehicles. This result further suggests
bound, upper that higher environmental knowledge leads to greater behavioural
bound) intention towards e-vehicles. In line with Bamberg and Moser (2007),
Indirect effect 0.007ns (0.018, 0.066*** 0.019ns (0.017, this study confirmed the significant impact of environmental re
(std. error, lower 0.051, − 0.025) (0.043, 0.071,-0.002)
sponsibility on behavioural intention towards e-vehicles. Further, this
bound) study determined a positive influence of environmental concern on the
PN Total Effects 0.401*** 0.401*** 0.400*** behavioural intention towards e-vehicles. Personal norm significantly
(std. error, lower (0.074, (0.074, (0.075, impacts the behavioural intention towards e-vehicles because increased
bound, upper 0.547,0.248) 0.546,0.247) 0.546,0.246 personal norm actively energises individuals' behavioural intention to
bound)
wards e-vehicles. Based on this discussion, this research proves the
Direct effect 0.373*** 0.336*** 0.209***
(std. error, lower (0.077, (0.071, (0.079, significance of adding and decomposing constructs to explain the
bound, upper 0.521,0.217) 0.475,0.188) 0.528,0.209) behavioural intention towards e-vehicles. Finally, the main causal effect
bound) identified in the study shows that pro-environmental variables signifi
Indirect effect 0.028** (0.02, 0.021*** 0.026** (0.021,
cantly impact behavioural intention towards e-vehicles.
(std. error, lower 0.082,0.001) (0.026, 0.090,0.000)
bound) 5.1. Theoretical contribution
Notes: EC = environmental concern; PN = personal norm; DN = descriptive
norm; SN = subjective norm; EK = environmental knowledge; ER = environ The empirical work was conducted by adding constructs in the
mental responsibility; BI = behavioural intention. Theory of Planned Behaviour to contribute to consumer behaviour
n = 400; bootstrap iterations = 3000. literature. Unlike prior research, this study mended certain constructs of
***
Denotes significant at 99 % confidence level. the Theory of Planned Behaviour with pro-environmental attributes,
**
Denotes significant at 95 % confidence level. and the results are as follows. The study results highlight the significance
8
of pro-environmental constructs in explaining consumers' attitude and behavioural intention towards e-vehicles. Finally, individuals in India
behaviour towards a sustainable environment using behavioural inten are despaired to the negative remarks against e-vehicles because of
tion towards e-vehicles, which adds new knowledge to the literature on sporadic incidents on battery explosion and fire that happened in the
adopting new technology. All the pro-environmental variables, namely inception. Therefore, the current research recommends the marketers to
environmental knowledge, environmental concern, and environmental adopt marketing communication programmes that integrate the
responsibility aligning with the personal norm, significantly affect different advertising appeals.
consumers' behaviour towards e-vehicles as e-vehicles make inroads into
all the global economies. The study exhibited a positive relationship
5.3. Limitations and future research directions
between environmental concern and behavioural intention towards
electric vehicles and supports the argument of He et al. (2018). This
The current study contributed to understand the antecedents of
result significantly evidences that individuals possessing environmental
consumers' intention towards e-vehicles from a sustainable environment
concern show high behavioural intention towards electric vehicles,
angle. However, there are few limitations underlying this research,
similarly to the other two variables, namely environmental knowledge
which remains an opportunity for researchers to investigate on e-vehi
and environmental responsibility. Subjective norm was considered a
cles or green consumerism and sustainable environment. This research
weak predictor of behavioural intention (Shepperd et al., 1988) despite
rests on cross-sectional data, which has its inherent limitations of tem
its influence on customers' actions (Prislin and Kovrlija, 1992). Hence,
porality. The factors like descriptive and subjective norm show a mod
the subjective norm was studied and construed as an insignificant
erate level of variance, which did not strongly explain behavioural
relationship with behavioural intention. In addition to this, descriptive
intention towards e-vehicles. Hence, researchers are advised to identify
norm did not presume a stark impact on behavioural intention, which
the constructs that best explain the behavioural intention towards e-
also seems to be a significant contribution. Another major contribution
vehicles. Vast potential is likely to be witnessed in India in e-vehicle as it
is that personal norms imbued within oneself are the key contributors to
emerges with eco-friendly or green products and e-vehicles. Further, this
driving an inclination towards e-vehicles. Hence, it is supposed that
research lacks external validity as it was confined to the Indian context.
personal norm overwhelms descriptive and subjective norm in
Hence, meticulously the measures can be generalised and vent an op
explaining the behavioural intention of individuals towards e-vehicles.
portunity for upcoming researchers. As the market for electric vehicles is
in the nascent stage in the study area, future studies on actual behaviour
5.2. Practical implications
(post usage behaviour) are suggested.
The study evinces certain contributions to the e-vehicle manufac

6. Conclusions
turers and the government in marketing and achieving to ensure 100 %
e-vehicles on Indian roads before 2030. Our results demonstrate that
The study investigated the underlying norms that can build positive
personal norm significantly impacts environmental responsibility,
behavioural intention towards e-vehicles and the pro-environmental
environmental knowledge and environmental concern that finally re
variables' intervening role. The results showed that though descriptive
sults in the behavioural intention towards electric vehicles because
norms and social norms failed to create a significant relationship with
personal norm is an attribution of internal values. Therefore rational and
behavioural intention towards e-vehicles; however, the pro-
emotional appeal can be adopted in the marketing communication
environmental variables induced a significant indirect effect between
programmes to further induce the internal values of individuals to make
norms and behavioural intention. Overall, the results indicated the
a positive behavioural intention towards e-vehicle.
importance of pro-environmental variables. The study administered a
Subjective norm impacts environmental responsibility, environ
cross-sectional design; future research designs can adopt experimental
mental knowledge and environmental concern however, behavioural
methods to know the cause and effect of the pro-environmental attitude
intention towards e-vehicles was not impacted. In the meantime, several
towards behavioural intentions. Other emerging economies can also
researchers proved the significant impact of subjective norm on in
examine similar models to increase the scope of the present study
dividuals' behavioural intention (e.g. Phua et al., 2020) therefore,
results.
marketers can adopt endorser appeal in their marketing communication
programmes to activate the subjective norm that further results in the
CRediT authorship contribution statement
behavioural intention towards e-vehicles.
Further our results state that descriptive norm influences environ
Nagarajan Shanmugavel: Conceptualization, study design, acqui
mental knowledge. This shows that individuals who perceive more
sition of data, data curation, data analysis, drafting the manuscript,
positive pro-environmental descriptive norms intends to acquire envi
revising the manuscript.
ronmental knowledge. However, descriptive norm does not show any
Janarthanan Balakrishnan: Conceptualization, acquisition of data,
influence on environmental responsibility, environmental concern and
software, data analysis, revising the manuscript.
finally on the behavioural intention towards e-vehicles. This is because
of advertisements on e-vehicles are very sparse and e-vehicle marketers
are recommended to adopt concrete appeal, assertive appeals and gain Declaration of competing interest
and loss appeals as rich information with detailed and tangible clues
depicts the characteristics of e-vehicles. Earlier researchers have also The authors declare no conflict of interest.
argued that pro-environmental behaviour could be triggered through
positive descriptive norm (e.g. Elgaaied-Gambier et al., 2018). Therefore Data availability
with all these advertising appeals descriptive norms can be triggered to
enhance environmental responsibility, environmental concern and Data will be made available on request.
9
Appendix A. Constructs, indicators, and source
Construct Items Sources
Personal norm I hold a personal obligation of using environmental-friendly products that reduces greenhouse gases. Van der Werff et al.
My guilty consciousness would thwart me using non environmental-friendly products. (2013)
I feel a sense of utmost satisfaction in following environmental-friendly footprint.
Descriptive norm I suppose that the people whom I know would think of choosing e vehicles when they purchase a new Jun and Arendt (2020)
vehicle.
I suppose that the number of people whom I know would try to choose e vehicles when they purchase a
new vehicle.
I suppose that the number of people whom I know have chosen e vehicles as they reduce greenhouse
gases.
Subjective norm People who are important to me think that I should purchase e vehicle. Dean et al. (2012)
I wish to buy e vehicle as the people who are important to me want me to buy it.
People who are important to me want me to purchase e vehicles.
People who are important to me would opine that I would prefer buying e vehicle in the near future.
Environmental knowledge I have a good knowledge about environmental issues. Mostafa (2007)
Comparing other citizens, I am very much conversant with the issues related to environment.
I am knowledgeable to differentiate vehicles based on greenhouse gas emission.
I know the relationship between the use of vehicles and environmental pollution.
I am confident that the use of e vehicles enhances sustainable environment.
Environmental Responsibility I consider environmental issue as one of the parameters when purchasing vehicles. Hamzah and Tanwir
I made a principle to buy eco-friendly products, hence e vehicles. (2021).
I involve with a great sense of emotion in environmental protection issues.
With a notion to protect the environment restrain unsustainable consumption.
Environmental Concern I understand the serious issues of environmental problems in the recent period. Hamzah and Tanwir
I presume that if everyone lives in accord with nature we can achieve sustainable development. (2021)
I suppose that we do not take efforts to safeguard the natural resources that are
scarcely available.
I would like that everyone should shoulder the responsibility to protect the environment.
Behavioural Intention towards Electric I prefer to buy e vehicles in the next purchase. He et al. (2018)
vehicles I think of using e vehicles in the near future.
I determined to use e vehicles in the near future.
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Technological Forecasting & Social Change 187 (2023) 122206

Contents lists available at ScienceDirect

Technological Forecasting & Social Change

Influence of pro-environmental behaviour towards behavioural intention of

Gender Male 210 52.5

Fig. 1. The proposed hypothetical model.

The demographic characteristics of the study cases were given in Table 2

Personal norm PN1 4.47 0.837*** 0.734, 0.895

Note 1: The diagonal values represent the √AVE.

Environmental responsibility Personal norm 0.146*** 0.000 Supported 1.13 0.546

Model 2 indicates the causal effect of pro-environmental variables to behavioural intention.

The study evinces certain contributions to the e-vehicle manufac

Appendix A. Constructs, indicators, and source

Construct Items Sources

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Technological Forecasting & Social Change 187 (2023) 122206

Contents lists available at ScienceDirect

Technological Forecasting & Social Change

Influence of pro-environmental behaviour towards behavioural intention of

Gender Male 210 52.5

Fig. 1. The proposed hypothetical model.

The demographic characteristics of the study cases were given in Table 2

Personal norm PN1 4.47 0.837*** 0.734, 0.895

Note 1: The diagonal values represent the √AVE.

Environmental responsibility Personal norm 0.146*** 0.000 Supported 1.13 0.546

Model 2 indicates the causal effect of pro-environmental variables to behavioural intention.

The study evinces certain contributions to the e-vehicle manufac­

Appendix A. Constructs, indicators, and source

Construct Items Sources

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The study evinces certain contributions to the e-vehicle manufac