Abstract
Environmental problems caused by global warming are becoming alarming with every passing day. To curb greenhouse gas (GhG) emissions, promoting alternative fuel vehicles (AFVs) and sustainable transport mode choices is critical. This study explores the predictors of eco-social purchase, use, and conservation intentions in a developing country by employing an extended model of the theory of planned behaviour (TPB). Using a self-administered survey technique, data were collected from a nationally representative sample of 1372 customers of three leading automobile manufacturers from eight big cities of Pakistan. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to test the measurement and structural models. Results showed that the extended model of TPB received support in the context of Pakistani culture and for the targeted behaviours related to eco-social purchase, use, and conservation intentions concerning AFVs. Implications for marketers and theoretical contribution are discussed at the end.
Highlights
Exponential growth in environmental problems, including climate change, global warming, air and water pollution, and biodiversity loss, are attributed mainly to human activities, including irresponsible production and consumption [1, 2]
To fully understand the impact and nature of relationships theory of planned behaviour (TPB) and VBN constructs might have with eco-socially conscious consumer behaviour related to choice and use of alternative fuel vehicles (AFVs), this study has identified three constructs that are related in nature but distinct in measurement
Results of the extended TPB model show that all salient beliefs positively led to their corresponding attitude level constructs. is leads us to accept our hypotheses H1–H3
Summary
Exponential growth in environmental problems, including climate change, global warming, air and water pollution, and biodiversity loss, are attributed mainly to human activities, including irresponsible production and consumption [1, 2]. Erefore, it is imperative to institute a research-informed policy to foster sustainable behaviours, those targeted towards choice and use of lowcarbon, cleaner, and more sustainable transport options. With evidence suggesting that a large number of consumers are aware of and willing to support environmentally friendly products in the developing countries [4], many travel/mobility-related policies have been instituted to encourage the choice of low-carbon travel modes and alternative fuel vehicles (AFVs) [5,6,7]. Behavioural support for the choice of AFVs and ecologically responsible use of personal cars has not remained the focus of research in the developing countries, given the nascent stage of AFVs life cycle in such countries. Behavioural support for the choice of AFVs and ecologically responsible use of personal cars has not remained the focus of research in the developing countries, given the nascent stage of AFVs life cycle in such countries. erefore, this current study focuses on a developing country context to understand what drives ecologically conscious consumer behaviour relevant to the choice and use of AFVs
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