Consumer Responses to Sustainable EV Branding in Thailand: Linking Green Corporate Social Responsibility, Innovation Value Co-Creation, and Brand Authenticity to Brand Perception, Word-of-Mouth, and Purchase Intention

This study, based on social information processing theory (SIPT), investigates the relationships of Green Corporate Social Responsibility (Green CSR), innovation value co-creation, brand authenticity, brand perception, word-of-mouth intention (WOM) and purchase intention among Thai consumers. Four hundred Thai consumers with EV experience, information exposure, or purchase interest were surveyed. Data were analyzed using covariance-based structural equation modeling (CB-SEM) in AMOS 24. The model explained 81.0% of the variance in brand perception, 51.0% in WOM, and 64.0% in purchase intention. Green CSR, innovation value co-creation, and brand authenticity were positively associated with brand perception, which was positively associated with WOM and purchase intention; WOM was also positively associated with purchase intention. Indirect-effect analysis linked Green CSR and innovation value co-creation with both outcomes through brand perception. Although its simple indirect associations were weaker, brand authenticity showed a significant serial indirect association with purchase intention through brand perception and WOM. However, the discriminant-validity results indicated empirical overlap among constructs, requiring cautious interpretation of the structural coefficients. EV familiarity did not significantly moderate the brand perception–purchase intention relationship. Because the data were cross-sectional, temporal ordering and causality cannot be established. Overall, the findings provide qualified support for SIPT in Thailand’s EV market.