Abstract
Consumers and marketers are at the cross-roads as both are engaged in purchasing and marketing eco-friendly products. Inter alia, e-vehicles are eco-friendly products that are a panacea to most of the environment related problems. Prior studies that intend to study the purchase intention of e-vehicles used Technology Acceptance Model. However, this research composed all the marketing related stimuli; namely relative product innovativeness, relative product advantage, relative price advantage, the incentives provided by the government and the personal innovativeness on the Technology Acceptance Model. An explanatory design was adopted and 402 samples were drawn from the four-day auto expo event in India. Data were analyzed with the use of structural equation modelling through SPSS 23 and AMOS. Results showed that all marketing related stimuli and perceived incentives played significant role in the purchase intention of e-vehicles.
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