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Talk · Jyväskylä University Digital Archive · January 1, 2021

Factors Affecting the Consumers’ Purchase Intention and Willingness-to-Pay More for Electric-Vehicle Technology

Maqsood Hussain Bhutto, Aijaz Ahmed Shaikh, Ravi Sharma

Dr. Aijaz A. Shaikh
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Abstract

This study conducted an in-depth analysis of the factors affecting consumers’ intention to purchase and willingness to pay more for an electric vehicle (EV) in the developing-country context, extending the theory of planned behavior with two new variables: environmental concern and willingness to pay (WTP) a premium. Survey data were collected from 358 responses and were analyzed using partial least squares structural equation modeling. Multi-group analysis was conducted, and the moderating role of gender was examined. The findings showed the significant effects of the theory-of-planned-behavior variables and environmental concern on EV technology purchase intention. The present study provides theoretical contributions and policy guidelines concerning high (vs. low)-sensitivity consumer attitudes toward EV technology that marketers and automobile manufacturers can make use of when designing and strategizing their pricing strategies.

Electric Vehicles and InfrastructureEnvironmental Sustainability in BusinessConsumer Behavior and Marketing Influenceelectric vehiclespurchase intentionwillingness to pay premium

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