Driving Change: Unveiling the Power of Perceived Marketplace Influence and Green Consumer Behavior

This study examines the role of perceived marketplace influence (PMI) in adopting electric vehicles (EVs) and the underlying mechanisms that drive consumer behavior. Using an online survey, data from 382 individuals were analyzed using structural equation modeling (SEM). The study tested a behavioral model comprising green knowledge, environmental concern (EC), and green trust, exploring the moderating effects of experience and gender. Findings revealed that green knowledge positively affected green trust, subsequently influencing ECs. PMI consumers and PMI organizations mediated the association between ECs and the intention to purchase an EV, with PMI organizations having a more substantial impact. The intent to buy an EV was positively associated with green customer engagement. Experience and gender moderate many of the hypotheses proposed. The study provides valuable insights into the drivers of EV adoption and suggests that understanding PMI’s effect on consumer behavior can help promote the transition to sustainable transportation.