Consumer Segments Research Articles

Influence of Fashion Brand Loyalty Programs on Repeat Purchases in Uganda

Purpose: The aim of the study was to analyze the influence of fashion brand loyalty programs on repeat purchases in Uganda. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Design and implement loyalty programs that are customized to meet the specific needs and preferences of different customer segments. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations. Unique Contribution to Theory, Practice and Policy: Expectancy-value theory, social exchange theory & theory of planned behavior may be used to anchor future studies on influence of fashion brand loyalty programs on repeat purchases in Uganda. Brands should use data analytics to identify key consumer segments and develop targeted rewards and incentives that resonate with each group, thereby enhancing program effectiveness and encouraging repeat purchases. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations.

Consumer Segmentation and Decision: Explainable Machine Learning Insights

ABSTRACT The e-commerce market is experiencing a period of rapid growth, with online shopping becoming a prevalent consumer behavior. However, the challenge of identifying and segmenting high-value customer groups, and subsequently enhancing the conversion rate of purchases made on the shop’s platform, has remained a significant obstacle for merchants engaged in e-commerce. This study presents a novel approach that combines consumer involvement theory, quality signaling theory and consumer heterogeneity theory to develop a multi-algorithmic, interpretable machine learning model based on shapely additive explanations (SHAP). The results revealed the existence of four distinct consumer groups: the comprehensively involved, interactive, reading-oriented, and low-involvement groups. Comprehensively involved and interactive consumers have the highest purchase conversion rate and should be given priority attention. This study addresses the limitations of single theoretical perspective and “black box” problem of machine learning models for decision-making behavior, and can bring management insights for merchants to improve shop operation.

The ‘meathybrid’ concept: bridging the gap between texture, taste, sustainability and nutrition

SummaryPositioned midway between traditional meat and plant‐based options, hybrid alternatives cater to a broader consumer category due to the intersection of flavours, textures and ethical considerations. This review aims to provide a current landscape and forthcoming challenges of hybrid options, exploring their formulation, processing, distinctive features, consumer acceptance and sustainability aspects. Even though there is no standard definition of the ‘meathybrid concept’, scientists and industrials explored different ingredients including purified proteins or whole vegetables/grains/seeds to formulate palatable hybrid products maintaining comparable sensory features to meat. Consumers' attraction to hybrid meat products is mostly related to taste, sustainability and nutritional aspects. Future challenges for hybrid options may include optimising production scalability, ensuring consistent quality and taste and effectively communicating the benefits of hybrid products to diverse consumer segments. Additionally, ongoing research and development efforts will be crucial in enhancing hybrid alternatives' sensory attributes, nutritional profiles and environmental sustainability.

Designing Package Labels for Upcycled Food Products in Japan: Case Study of Broccoli Stem Snack

ABSTRACT This study addresses the growing interest in upcycled foods as a solution to food loss by focusing on designing more appealing package labels in Japan. Through an online survey, we collected data on consumer attitudes and perceptions toward upcycled foods. We applied factor analysis to identify key factors and cluster analysis to segment consumers into distinct profiles. Using these insights, we conducted a choice-based conjoint analysis to extract the package design attributes most valued by consumers. Our results highlight key factors influencing purchase intentions, including food safety, innovation, and eco-friendliness. We identified two main consumer profiles: sustainability-focused and quality/safety-conscious, and innovative and socially engaged. Food safety emerged as the most crucial factor affecting purchase willingness, followed by product image and environmental considerations. The study emphasizes the importance of transparent, sustainable, and visually appealing package design in influencing consumer decisions and building long-term loyalty toward upcycled foods in Japan.

The Impact of Digital Marketing on Consumer Behaviour

Abstract The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable effort on the part of marketers in the direction of deciphering consumer behaviour, understanding the influencing factors that shape it in the current economic and social climate, in which the use of digital technologies represents the most suitable means of initiating and conveying messages to consumers, as well as from consumers to the organization. The present study aims to emphasize the importance of using digital communication tools on the orientation of the purchase decision towards the products/services of an organization, without excluding, however, the need for an adequate use of traditional marketing communication tools. In the present article, the impact on consumer behaviour is analysed based on research from secondary data sources.

Self-interest or ethic: Consumer segmentation for purchasing agricultural products online based on attitude in China

This paper aims to segment online consumers based on their attitude toward self-interest and ethical attitudes and explore the impact of these attitudes on the purchasing behavior of agricultural products online in China. The study was conducted using 633 online survey responses from consumers who have purchased agricultural products online in China. First, to validate the relationship between attitude and behavior by structural equation modeling. Next, the number of segments was determined using K-means. Finally, Pearson Chi-square difference tests were performed to analyze demographic and behavioral variables and identify each segment’s characteristics. The results of this study provide a segmentation analysis of the online market for agricultural products in China. The four segments identified are pure ethical consumers, information communicators, brand-quality pursuers, and well-heeled shoppers. Additionally, this study reveals the characteristics of each segment based on demographic and behavioral variables. This study provides a novel approach to segmenting Chinese consumers who purchase agricultural products online based on their attitudes toward self-interest and ethical attitudes, aiming to understand the impact of these attitudes on their purchasing behavior. Moreover, from an ethical consumerism perspective, it explores the effect of ethical information on purchasing agricultural products online, highlighting its significant implications for online marketing strategies.

EXPRESS: The Heterogeneity of Hotel Demand Curves across Consumers and Contexts

This study constructs hotel demand curves at the disaggregate level to uncover the heterogeneity of demand curves across consumers and during both normal periods and times of crisis, exemplified by the pandemic. The novel demand modeling technique fits nonlinear demand curves, parameterizes elasticity dynamics, and enables the comparison of demand curves by essential value. The demand curves for three hotel types in normal and pandemic situations are fitted and decomposed by consumers’ sociodemographics, preferences, and risk tolerance. A pandemic makes the demand curve for midscale [upscale] hotels more inelastic [elastic] and mitigates [amplifies] the influence of individual differences on the demand curve, whereas the demand curve for economy hotels is unaffected by the pandemic. The findings offer insights into the business operations of different hotels, including optimal pricing, customized marketing across consumer segments, and business strategies in case of a health crisis.

European consumers' intention to buy sustainable aquaculture products: An exploratory study

Given the increasing global importance of low trophic level aquaculture (LTA) products (e.g. seaweed and mussels) for sustainable and healthy seafood supply, this study examined consumer intentions towards LTA products among European consumers. This study performed an extended theory of planned behaviour to focus on the influence of health consciousness, subjective knowledge, food neophobia, and sociodemographic and lifestyle factors on consumers' intentions to buy LTA products. We conducted an online questionnaire survey in Denmark, the United Kingdom and France (~500 respondents per country). Consumer segmentation analysis, based on food-related lifestyles, employing K-means clustering techniques, revealed five distinct segments, namely ‘Adventurous’, ‘Uninvolved’, ‘Foodies’, ‘Rational’, and ‘Conservative’, each reflecting unique consumer behavioural patterns. Furthermore, partial least squares structural equation modelling analysis revealed that subjective norms are the main predictor of LTA product buying intention, followed by attitude, food neophobia, subjective knowledge, and health consciousness. Furthermore, food neophobia seems to moderate the influence of subjective norms and subjective knowledge on LTA product buying intention. This dual approach explains the predictive power of the model while identifying targeted segments for sustainable aquaculture product marketing, ensuring that the distinction between the model's test and the subsequent segmentation analysis is clearly articulated. To enhance the adoption of LTA products, marketers should primarily target the ‘Foodies’ segment, characterised by high involvement and innovation, by emphasizing attitudes, health consciousness, subjective knowledge, and food quality attributes, while mitigating food neophobia and leveraging subjective norms.

Branding of wood-plastic composites under generic name “Biobased-Plastic” or specifically as “Wood-Plastic Composite”? A consumer study under compolytics approach

Wood-Plastic Composite (WPC) is a biobased material with high substitution potential for plastic-intensive products. Branding innovative WPC products is a challenge as WPC can hardly be distinguished visually from pure plastic and consumers can only judge the sustainability potential by the name. What they actually associate with “biobased” regarding WPCs and on which personal characteristics this depends were investigated by a survey with Likert-scale questions simulating choice decisions. For four test objects, it was measured how German consumers react to five key product attributes when the composite contained therein is generically branded as “Biobased-Plastic” (Sample 1: n = 205) or specifically as “Wood-Plastic Composite” (Sample 2: n = 155). Differences from the branding were clarified using ANOVA statistics, effects from personal characteristics were quantified by correlation tests and a factor analysis determined which object/attribute-combination triggered consumers most. Only when consumers were skeptical about plastic, they felt sufficiently informed about the specific term “Wood-Plastic,” which resulted in similarly high agreement levels as under the generic term. When branding under the specific term, agreements to the attribute “eco” were higher, whereas under generic brand this was the case for attribute “health” and there the associations were dependent on more psychographic characteristics. It was also found that consumers disposed of WPC products and packaging more correctly under the specific term “Wood-Plastic” than under the generic one, the latter tending to encourage composting. Specific branding with “Wood-Plastic Composite” is advisable for differentiated shopping goods that are marketed using informative advertising for segmented consumer groups. A standardised strategy for mass-produced goods made of WPC is possible under the “Biobased-Plastic” brand, but this must then also provide information on the correct disposal of WPC.

CUSTOMER SEGMENTATION USING MACHINE LEARNING

Businesses need to identify and segment their consumer base in order to effectively customize their strategies and improve customer satisfaction in the highly competitive market landscape of today. The goal of this study is to employ machine learning techniques to create a strong consumer segmentation model that will classify customers according to their demographics, behaviors, and purchase histories. Through the use of multiple clustering methods, including K-means, DBSCAN, and Hierarchical Clustering, the model seeks to find unique customer segments with shared attributes. To accomplish optimal segmentation, the segmentation process entails three steps: feature selection to identify the most significant features, model training, and data preprocessing to manage missing values and outliers. In-depth segment analysis is also included in the report to offer practical insights for better client retention tactics, tailored recommendations, and focused marketing efforts. The results of the study illustrate how machine learning may be used to find hidden patterns in consumer data, giving organizations the ability to make data- driven decisions. Organizations may improve their marketing efforts, allocate resources more efficiently, and eventually increase customer engagement and profitability by putting this customer segmentation strategy into practice. Key Words: K-Means Clustering, Hierarchical Clustering, Density-Based Spatial Clustering of Applications with Noise (DBSCAN), Cluster Plotting, Heatmaps, customer relationship management (CRM) system.

Influence of packaging, husbandry, feeding practices, and price transparency on consumer segments preferences for milk in Germany: A conjoint and latent class analysis

Despite a slight decline in average consumption in recent years, milk remains a significant component of diets in Western countries, including Germany. Concurrently, there has been growing awareness of the impact of food choices on climate, environment, and animal welfare. This study examines how various attributes of milk—such as packaging, husbandry practices, feeding methods, price, and price transparency—affect consumer decisions, using fresh milk as a case study.We conducted a choice experiment with 250 participants, who selected from product alternatives varying in price, milk features, cow husbandry and feeding practices, packaging types, and labels. Contrary to previous studies, which identified price as a primary decision criterion, our findings indicate that price was secondary for most participants, except for a specific segment.Label influence was minimal, while packaging had a significant impact on consumer choices. Interestingly, most respondents preferred glass packaging, despite its potential environmental drawbacks, suggesting a need to explore whether this preference is based on misconceptions about its environmental benefits.The type of husbandry emerged as the most influential factor in consumer decisions. In terms of animal welfare, there was a strong preference for pasture milk, particularly for "Year-round grazing with mother-bonded calf rearing." This preference not only explains the marketing trend towards pasture milk but also presents an opportunity for sustainable farms to differentiate themselves and attract customers amidst a decline in pasture-based milk production.

Mindfully fashioned: Sustaining style through product value retention

In the ever-evolving landscape of fashion industry, the pursuit of sustainability and mindful consumption has emerged as an imperative. This study presents an innovative and integrated framework that amalgamates the Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) approach. This comprehensive framework explores the dynamic interplay between Sustainable Mindfulness (SM), Product Value Retention (PVR), Brand Loyalty (BL) and Circular Practices (CP) in the fashion domain. The study underscores Theory of Planned Behavior (TPB) as the theoretical foundation, shedding light on how attitudes, subjective norms, and perceived behavioral control shape SM and, subsequently, PVR. This study explores into the multidimensional aspects of sustainable fashion, enabling a holistic understanding of the nuanced relationships between PVR strategies, and sustainable consumption attitudes. The study sets the stage for a more harmonious coexistence between style and sustainability, charting a course for the fashion industry that values mindfulness, longevity, and environmental responsibility. The findings offer actionable insights for fashion managers, emphasizing strategic approaches to enhance sustainability, consumer awareness, and circular initiatives in the industry. This study not only advances theoretical discourse but also offers actionable insights for fashion brands and policymakers aiming to foster SM among diverse consumer segments. It sets the stage for a more harmonious coexistence between style and sustainability, charting a course for the fashion industry that values mindfulness, longevity, and environmental responsibility.

Generation Z - factors predicting decline in purchase intentions after receiving negative environmental information: Fast fashion brand SHEIN as a case study

Although Generation Z is known for its ethical and conscientious values, they are a major consumer segment of SHEIN fashion, a leading non-sustainable brand. This study explores how negative environmental information influences Generation Z's purchase intentions toward SHEIN. The findings of a survey among 607 SHEIN consumers reveal that participants lack environmental knowledge about fashion, have a medium sense of responsibility and have medium materialistic motivations. Following exposure to environmental information, negative attitudes toward SHEIN, along with perceived betrayal, were positively correlated with reduced purchase intentions. This research extends the Theory of Planned Behavior by integrating generational attributes and highlights the practical impact of negative information on reducing unsustainable consumption. This provides valuable insights for both academic discourse and marketing strategies targeting this digitally-native cohort.

Consumer behavior toward plant-based foods: a theoretical review, synthesis and conceptual framework

PurposePlant-based (PB) and meat-reduced (MR) diets have a positive impact on human and environmental health, yet consumer acceptance of such diets is relatively low. Research investigating factors influencing consumer behavior around PB and MR diets is emerging; however studies lack strong theoretically underpinned, comprehensive theoretical frameworks. In this paper we synthesize factors from current literature and propose a comprehensive theoretical model across different consumer dietary types (e.g. omnivore, flexitarian, pesco-vegetarian) and account for consumer cognitive dissonance to facilitate a transition to MR diets.Design/methodology/approachThe factors are examined in a five-step integrative literature review of empirical literature about PB/MR-related consumer behavior since 1989. Studies are critically assessed across four theories commonly used to explain the different antecedents of sustainable consumer behavior. We focus on the theoretical domains framework with COM-B (capability, opportunity, motivation and behavior) framework, as it provides the strongest foundation for modelling the consumer behavior of interest.Findings107 studies have empirically investigated PB/MR consumer behavior. Of these, 81 studies applied some COM-B domains, but no study has captured all domains. Scant studies investigating cognitive dissonance in the PB/MR literature have been published. Different consumer dietary types are featured across 47 studies; however, none of the studies comprehensively capture all dietary types and psychological discomfort in different consumer dietary types and cognitive dissonance theory.Research limitations/implicationsTo synthesize the findings of the present study, we propose an alternative model to address the before-mentioned gaps identified in our critical analysis. The alternative model captures the relationships between the 12 domains of the COM-B model constructs, psychological discomfort and consumer dietary types in the PB/MR foods setting.Practical implicationsThe proposed research model facilitates the transition from MB diets to PB diets in three ways: (1) By differentiating consumer dietary types in terms of the COM domains influencing their PB/MR behaviors, PB-producing businesses could better target their foods to hitherto overlooked consumer dietary categories, such as lacto-vegetarians or emerging categories, such as flexitarians, through more refined segmentation and sharper profiling of consumers. (2) Knowing the level of capabilities of consumers in respect of cooking skills and knowledge about purchasing and preparing PB foods could help marketers develop strategies to improve buyers' skills and knowledge. (3) With an understanding of the opportunities (from the Opportunity domain of the COM-B model), including environmental context and resources and social influences, PB food businesses could more effectively market their PB food products. (4) It provides an understanding of capability, motivation and opportunity factors separately but also the interrelationship between these COM domains, as all these variables are intertwined.Social implicationsOur ILR with the proposed model and the resulting research helps facilitate progress in the transition to PB diets necessary for more sustainable global food production and consumption.Originality/valueThe paper is the first to critically assess existing PB/MR literature regarding each of the COM-B domains, psychological discomfort and the six dietary types. We propose an alternative research model to address the gaps in literature and explain the antecedents and moderators in PB/MR dietary transition. The proposed model may provide information for practitioners and future researchers to understand a wider range of relevant factors influencing consumer’s behavior in transitioning to PB/MR diets.

Loyalty Currency and Mental Accounting: Do Consumers Treat Points Like Money?

Problem definition: Loyalty programs have greatly expanded in scale and scope, and loyalty points issued by firms serve as a new form of currency alongside the traditional currency of money. In this paper, we study how consumers decide to pay with points or money for a purchase and how these decisions are affected by consumers’ points earning characteristics. Methodology/results: We develop a model of consumers’ payment choices and estimate it on proprietary loyalty program data from a major U.S. airline company using a hierarchical Bayesian framework. Our results demonstrate that mental accounting, the subjective perceived value of points, and the reference exchange rate play important roles in consumers’ payment choices. Moreover, the primary points earning source and the total earning level are jointly associated with consumers’ attitudes toward points and money: Consumers who earn many points and mostly with the focal firm tend to value points more than money, while those who earn few points or mostly through a cobranded credit card tend to value money more than points. To better understand heterogeneity in consumers’ attitudes toward points, we propose a probabilistic segmentation of consumers and identify four behavioral segments with distinctive characteristics. Through counterfactual analysis, we demonstrate how a firm can implement money and point pricing policies to optimally target and influence consumers’ payment choices. Managerial implications: It is important for firms to understand how consumers think about points and decide to pay with points or money as it affects firms’ cash flows, profitability, and consumer loyalty and engagement. We demonstrate that firms can design optimal price targeting policies by utilizing the significant level of heterogeneity in consumers’ attitudes toward points. Furthermore, our results indicate that firms that are expanding their partnership networks and offering more points earning sources should consider the impact that this would have on consumers’ mental accounting of money and points, and consequently their payment choices. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2022.0287 .

How Does the Religiosity and Halal Certification Influence Consumer Purchase Decision on Halal Food in Java, Indonesia

Rapid economic growth in several Muslim-majority countries that uphold Islamic values can encourage the growth of Islamic businesses and lifestyles, including Indonesia, which has the largest Muslim population in the world. Rapid economic growth spread to the non-Muslim consumer segment. Java Island is one of the islands in Indonesia with the largest adherents of Islam. This research aims to find out how religiosity and halal certification can influence halal awareness and purchase intention which can increase consumer purchase decision for halal food products. It's using 100 respondents spread across Java Island. The analytical method used is Partial Least Squares – Structural Equation Modeling (PLS-SEM). The research results show that religiosity and halal certification have a positive and significant effect on halal awareness and purchase intention. Then halal awareness and consumer purchasing intentions have a positive and significant influence on halal food purchasing decisions on the island of Java, Indonesia.

Revisiting heterogenous social desirability bias in consumer willingness to pay for food carbon label: Social norms and environmental concerns

Carbon labeling facilitates the evaluation of carbon emissions throughout the entire food production process. Consumer interpretation of food labels is subject to context. We conduct an online discrete choice experiment in four Chinese cities to investigate the potential how social desirability bias (SDB) may affect consumer willingness-to-pay (WTP) for milk carbon labels. Our findings indicate that failing to account for SDB leads to skewed WTP estimates. We observe a significant presence of SDB in WTP for carbon labels, particularly among respondents under subject to injunctive social-norm treatment. Additionally, our research shows that SDB can manifest differently among consumers with varying levels of environmental commitment. This research provides crucial insights for both policymakers and marketers in food carbon labeling. It highlights the importance of considering SDB and emphasizes the necessity of developing tailored strategies across different consumer segments.

Newspaper Marketing in Bangladesh:

Newspaper has become a part of any modern society. This is one of the most important consumer products of our daily life. Like all other consumer goods newspaper industry requires some special marketing efforts. The main focus of this article is to describe the various tools of marketing mix i. e. 4Ps of newspaper marketing. To do so the researchers have selected Prothom Alo, as it is the number one daily (in terms of circulation) of our country. The article has also attempted to point out the marketing problems of Prothom Alo. It is found that the management of Prothom Alo does not have proper concept of marketing; they don’t have any marketing manager; they don’t conduct regular marketing research; the distribution channel is very long and costly; the price is comparatively higher and so on. At the same time researchers have suggested that to solve those problems Prothom Alo should adopt modern marketing concepts in their decision making process, hire people with proper background, follow differentiated pricing, target different consumer segments to increase the market share, minimize the distribution cost, develop Prothom Alo as a brand and the like.

Online shopping behaviour of the elderly: The role of individual characteristics, perceived benefits and risks

In the context of population aging, it is increasingly important for researchers to analyse the specific behaviour of the so-called ‘silver consumers’, who, among other things, are quite reluctant to shop online. The study aims to assess the role of individual characteristics, perceived benefits and risks on online shopping behaviour of the elderly. Methodologically, the paper relies on the concept of perceived benefits and risks. Among the research methods used are qualitative interviews, quantitative survey, factor analysis, and structural equation modelling. The empirical data are obtained from 10 interviews and 244 questionnaires with consumers aged 50 years or older. The study reveals the significant predictors of older adults’ online purchases in Russia. So, for example, experience risk, performance risk and financial risk reduce the likelihood of making a purchase online, whereas variety of assortments stimulates the intention to shop on the Internet in the future. Additionally, experienced online shoppers are less perceptive to risks and more responsive to benefits. The significance of Internet skills is also proven: the stronger they are, the higher the likelihood of making a purchase online. They study demonstrates a positive relationship between biological and cognitive age: the younger an individual feels, the higher the likelihood of making purchases on the Internet. The results obtained allow online retailers to adjust their practices to the ‘silver’ consumer segment.

Consumer Segmentation and Market Analysis for Sustainable Marketing Strategy of Electric Vehicles in the Philippines

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included “Not Capable at All” to “Highly Capable” individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development.