Abstract
ABSTRACT Green consumption is gaining prominence across domains to negate the ecological footprint of humans. Focusing exclusively on the green mobility segment, the study attempts to analyze the impact of ‘Big Five’ personality factors on adoption behaviour and also address the attitude-intention-behaviour gap. Data was collected from 384 green/electric vehicle owners in Karnataka, India and the results revealed that personality traits like openness, emotional stability positively and significantly impact green adoption behaviour. Further, attitude towards green vehicles successfully mediates the relationship between personality traits and adoption intention which in turn is significantly associated to adoption, extraversion being an exception. Sufficient evidence was gained to prove the attitude-intention-behaviour link in green mobility context. Segmentation and target marketing efforts suggested based on the finding would aid automakers and policymakers in driving green behaviour across the traits and achieving positive attitude towards green vehicles, a crucial antecedent of green consumption intention and behaviour.
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