Electric vehicles' choice behaviour: An emerging market scenario.

Worldwide, the adoption of electric automobiles is gaining momentum, owing to a steady rise in customers' sustainability consciousness. So far, electric vehicle-related studies have investigated consumer motives, attitudes, and intentions toward adoption. However, empirical research on enablers and inhibitors of electric vehicle choice behaviour has not been fully explored, particularly in an emerging market context, (e.g., India). The present study employed a judicious mix of three notable theoretical lenses of dual-factor theory, innovation resistance theory, and the stimulus-organism-response model to empirically scrutinize electric vehicle adoption enablers and inhibitors by analysing data collected from 391 young Indian sustainability-oriented electric vehicle users. The sample was gathered via the purposive sampling method, and the data was analysed employing structural equation and PROCESS macro modelling. The research posits that consumer sustainability consciousness (CSC) is a stimulus with a positive influence on enablers (e.g., personal motives, social motives, and incentive policy) as well as inhibitors (e.g., usage, value, and risk barriers). Additionally, product involvement and perceived marketplace influence significantly moderate the relationship between choice behaviour and facilitators and inhibitors. The research offers a few useful strategic decision-making insights for electric vehicle manufacturers, green marketers, and policymakers from emerging markets.

Sustainable consumption behaviour: Mediating role of pro-environment self-identity, attitude, and moderation role of environmental protection emotion.

This study aims to examine how these factors-egoistic and altruistic values and social consumption motivation-stimulus factors-influence sustainable consumption behaviour (response factor), the mediating role of pro-environmental self-identity and attitude (organism factor), and the moderating effect of environmental protection emotion. We used the stimulus organism response theory to gain a solid and holistic understanding of the concept. We collected 328 original surveys from Indian customers who recently purchased sustainable products via convenience and purposive sampling, and we analysed the data by using structural equation modelling. Intriguingly, the results show that (a) stimulus factors, such as egoistic and altruistic values and social consumption motivation, had a positive influence on pro-environment self-identity and attitude and sustainable consumption behaviour; (b) pro-environment self-identity had a positive effect on attitude; (c) mediation factors (pro-environment self-identity and attitude) had a significantly positive mediation relationship between stimulus and response factors; and (d) environmental protection emotion significantly moderated the relationship between stimulus, organism factors, and response factors. The study contributes to the current body of knowledge in the area of sustainable marketing by examining the rapidly growing phenomenon of sustainable consumer behaviour.

Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development.

Orienting consumers toward organic eco-friendly beauty products is a societal challenge that resonates with growing environmental concerns following COP 21, when entrepreneurs in the cosmetic industry initiated ambitious plans to increase the proportion of natural components in their products. This study examines how green factors impact customers' intention to purchase premium organic beauty products. We explore the mediating roles of trust and attitude on this purchase intention, using the SOR paradigm and the dual factor theory, an original approach. Data was collected from 398 respondents using convenience sampling and analysed using the IBM SPSS 22 version and AMOS 22 version package applying structural equation modelling. We show that the mediating role of trust and attitude is of the utmost importance to ensure a sustainable orientation of customers toward organic products. The findings suggest (a) green ads, green brand image and perceived consumer effectiveness positively influence consumers' attitude toward luxury organic beauty products; (b) LOHAS consumption tendency does not impact consumers' attitudes; (c) trust has a significantly negative impact on the consumer's attitude; and (d) likewise, consumers' attitude mediate the intention to purchase luxury organic beauty products. The research has significant implications for understanding India's premium organic beauty goods market and for companies to develop new strategies to market their organic cosmetics. The study also encourages policymakers to provide necessary subsidies to new organic beauty entrepreneurs.