Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles
Metadatos
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Higueras Castillo, Elena; Liébana Cabanillas, Francisco José; Alonso Dos Santos, Manuel; Zulauf, Katrin; Wagner, RalfEditorial
John Wiley & Sons
Materia
Adaption-innovation theory Customer engagement Electric vehicles
Fecha
2024-02-18Referencia bibliográfica
Higueras-Castillo, E., Liébana-Cabanillas, F., Santos, M. A. D., Zulauf, K., & Wagner, R. (2024). Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles. Sustainable Development, 1–15. https://doi.org/10.1002/sd.2932
Patrocinador
Open Access funding enabled and organized by Projekt DEALResumen
The transportation sector's substantial greenhouse gas emissions necessitate solutions
that promote sustainability. One potential approach is the higher adoption of
electric vehicles (EVs). This study aims to empirically investigate the determinants of
customers' intentions to adopt EVs, with a strong focus on the concept of green
value. Framed in adaption-innovation theory and based on the customer perceived
value model, this research analyses the influence of emotion, price, quality, social,
green value and green advertising skepticism on purchase intention and customer
engagement. Employing a PLS approach to fit the conceptual model to data obtained
from an online survey of potential customers in Germany, Spain, and Chile (N = 791),
we found evidence of a substantial and significant impact of green advertising skepticism
on purchase intention and green perceived value. Notably, the social value of
electric vehicles is the most crucial driver of customers' buying intention and is more
important than price and green perceived value.