Green Marketing and Consumer Behaviour: A Study of Electric Vehicle Adoption

Abstract

The growing concerns regarding climate change, environmental degradation, air pollution, and dependence on fossil fuels have increased the importance of sustainable transportation. Electric Vehicles (EVs) have emerged as an important alternative to conventional fuel-based vehicles, offering the potential to reduce emissions and support environmentally sustainable mobility. However, the adoption of electric vehicles depends not only on technological developments and government initiatives but also on consumer awareness, attitudes, perceptions, and purchase behaviour. In this context, green marketing plays an important role in communicating the environmental and economic benefits of electric vehicles and influencing consumer decision-making.

The present study examines the relationship between green marketing and consumer behaviour in relation to electric vehicle adoption. The study focuses on how green marketing practices, including environmental advertising, green product attributes, eco-friendly branding, green pricing, promotional activities, and environmental information, influence consumers' perceptions, attitudes, purchase intentions, and adoption behaviour towards electric vehicles. The study also considers factors such as environmental awareness, perceived economic benefits, perceived usefulness, social influence, charging infrastructure, and concerns regarding vehicle cost and performance. Primary data may be collected from consumers through a structured questionnaire, and appropriate statistical techniques such as descriptive statistics, reliability analysis, correlation, factor analysis, and regression or structural equation modelling may be applied to analyse the relationships among the identified variables.

The study is expected to provide insights into the role of green marketing in encouraging sustainable consumer choices and increasing acceptance of electric vehicles. The findings may be useful for automobile manufacturers, marketers, policymakers, and other stakeholders in designing effective green marketing strategies and consumer-oriented initiatives that support the transition towards sustainable electric mobility.