Consumers’ switching intentions from conventional to green vehicles in the context of smog risk in Pakistan

Abstract

The heavy smog pollution in all the urban areas of Pakistan is disturbing everyday life very badly. Most of the smog pollution comes from transportation, and it is triggering many health problems. The government of Pakistan is struggling to alleviate smog pollution by introducing green vehicles and new modes of transportation. The Push-Pull and Mooring (PPM) framework was employed to examine the switching intentions of people from conventional vehicles toward green vehicles in the context of smog. Results depicted that smog knowledge, perceived environment health risk, decision self-efficacy, willingness to pay, and alternative attractiveness positively impact the switching intentions toward green vehicles. In the parallel, normative environment and regulative environment have a negligible effect on switching intentions. Push and pull factors also have a significant moderating affect with the interaction of mooring factors on switching intentions. It can be concluded that push–pull and mooring factors could enhance the switching intentions toward green vehicles. Thus, these factors might be helpful to switch from motorized vehicles to green vehicles, which might be effective in reducing smog pollution in Pakistan.