The Role of Green Consumer Behavior in Shaping Electric Vehicle Adoption Among Future Business Leaders

Abstract

The study investigates the intention of future business leaders to adopt electric vehicles (EVs). A survey of 248 business leaders found that environmental concern is the strongest predictor of EV adoption as a mediator. Structural Equation Model (SEM) was used to investigate the determinants of EV adoption, focusing on perceived benefits, social influence, effort expectancy, performance expectancy, environmental concerns, and electric vehicle adoption. The study suggests that EV marketers should promote environmental awareness in future business leaders’ mindsets to drive long-term behavioural change. Strategies that enhance public understanding of environmental issues, improve perceived ease of use, and emphasize the practical and social benefits of EVs are essential for accelerating the transition to sustainable transport systems. Additionally, out of four, three determinants significantly influenced environmental concerns, while one determinant, like perceived benefit, is insignificant. Environmental concerns are crucial in shaping consumer behaviour towards electric mobility. The research contributes to the theoretical development of the electric vehicle adoption model in green technology contexts and offers actionable insights for marketing strategists and public policymakers aiming to promote widespread electric vehicle acceptance among consumers.