From Concern to Action: Understanding the Pathway to Sustainable Electric Vehicle Adoption

As pollution became a serious concern, people started inclining towards the adoption of environment friendly products like Electric Vehicle (EV) to mitigate the negative effect of fossil fuel. With the increasing popularity of e vehicles, researchers have also exhibited the concern towards environmental effects and its impact on individuals. However, the mechanism through which environmental concern translated to sustainable consumption behaviour has not been thoroughly researched. Therefore, this study aimed to examine the effect of environment concern on sustainable consumption behaviour with mediating variables like personal consumer effectiveness and Pro environmental self-identity (PESI). An empirical method was adopted using online questionnaire survey. The proposed model was examined through a confirmatory factor analysis and structural equation modelling; the dual mediation approach was also tested to examine sustainable consumption behaviour. The findings reveal that the resulting environmental concern does significantly influence sustainable consumption behaviour towards electric vehicle. In fact, the relationship between environmental concern and sustainable consumption is also mediated by personal consumer effectiveness and Pro environmental self-identity. The study adds to the body of information regarding direct effect of environmental concern on sustainable consumption behaviour of electric vehicle along with indirect effect of personal consumer effectiveness and pro- environmental self-identity.