The role of attitude, social norms and gender in sustainable consumption: evidence from green car adoption

Purpose This study aims to investigate how perceived financial cost, perceived environment, perceived risk and infrastructure (from the rational choice theory) interact with subjective norms, attitude and intentions to purchase (from the theory of reasoned action). Furthermore, the study explores the mediating role of attitude and the moderating role of gender. Design/methodology/approach A cross-sectional survey was conducted among 444 respondents in Delhi NCR, India, and analyzed using partial least squares structural equation modeling. Thereafter, multi-group analysis (MGA) was employed to assess gender-based differences in the structural relationships. Findings The study found that the perceived financial cost is directly negative, while the perceived environment is positively associated with intentions through attitude. However, perceived risk and infrastructure are insignificantly related to intention to purchase, suggesting consumers may be overcoming initial concerns. Furthermore, subjective norms are significantly associated with intention to purchase. MGA indicated that there was selective gender variance where women reported a more positive impact of perceived risk and were more sensitive to infrastructure limitations, whereas men reported a more indirect impact of perceived environment on intention to purchase through attitude. Originality/value The study offers an inclusive framework that explains consumer behavior in adopting green cars by combining both economic and psychological viewpoints. The findings challenge assumptions about risk perception, environmental concern and infrastructure, adding new dimensions to prior research. It helps policymakers, manufacturers and researchers in improving green car adoption