From Concern to Action: Understanding the Pathway to Sustainable Electric Vehicle Adoption

From Concern to Action: Understanding the Pathway to Sustainable Electric Vehicle Adoption | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article From Concern to Action: Understanding the Pathway to Sustainable Electric Vehicle Adoption Dhananjay Beura, Lopamudra Mishra, Shahni Singh, Sujit Prusty, and 1 more This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7453191/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 11 You are reading this latest preprint version Abstract As pollution became a serious concern, people started inclining towards the adoption of environment friendly products like Electric Vehicle (EV) to mitigate the negative effect of fossil fuel. With the increasing popularity of e vehicles, researchers have also exhibited the concern towards environmental effects and its impact on individuals. However, the mechanism through which environmental concern translated to sustainable consumption behaviour has not been thoroughly researched. Therefore, this study aimed to examine the effect of environment concern on sustainable consumption behaviour with mediating variables like personal consumer effectiveness and Pro environmental self-identity (PESI). An empirical method was adopted using online questionnaire survey. The proposed model was examined through a confirmatory factor analysis and structural equation modelling; the dual mediation approach was also tested to examine sustainable consumption behaviour. The findings reveal that the resulting environmental concern does significantly influence sustainable consumption behaviour towards electric vehicle. In fact, the relationship between environmental concern and sustainable consumption is also mediated by personal consumer effectiveness and Pro environmental self-identity. The study adds to the body of information regarding direct effect of environmental concern on sustainable consumption behaviour of electric vehicle along with indirect effect of personal consumer effectiveness and pro- environmental self-identity. Earth and environmental sciences/Environmental sciences Earth and environmental sciences/Environmental social sciences Social science/Environmental studies Environmental concern Electric vehicle Personal consumer effectiveness Proe-environmental self-identity sustainable consumption behavior Figures Figure 1 Figure 2 INTRODUCTION Literature suggest that consumers in developing economies exhibit higher level of engagement with sustainable buying behaviours when compared to consumers in established markets (Accenture, 2014 ). As awareness of climate change grows, individuals are seeking eco-friendlier alternatives to traditional gasoline-powered vehicles. Green buying behaviour toward electric vehicles (EVs) is a reflection of consumers' increasing concern for environmental sustainability and their desire to reduce carbon footprint (Secinaro et al., 2020; Umar et al., 2021). Consumers interested in green buying behavior toward EVs often prioritize environmental impact, energy efficiency, and sustainability when making purchasing decisions. They are motivated by a desire to minimize their environmental footprint and support the adoption of cleaner transportation technologies. Factors influencing green buying behavior toward electric vehicles include government incentives, such as tax credits and subsidies, availability of charging infrastructure and charging convenience, affordability, reliability, driving range and performance of EVs play a significant role in their decision-making process ((Degirmenci & Breitner, 2017 ; Egbue & Long,2012). Understanding green buying behavior toward electric vehicles requires examining consumer attitudes, awareness campaigns promoting the benefits of EVs, and efforts to address barriers to adoption, such as range anxiety and upfront costs (Globisch et al. ( 2019 )). Researchers have explored the factors that influence individuals' intentions to adopt electric vehicles (EVs) from two perspectives. One perspective, which is more commonly accepted, highlights that the likelihood of EV adoption depends on perceived instrumental / functional features. These attributes include maximum speed, reliability, purchase-price, charging-time, driving-range, performance and operational costs. Studies by Graham-Rowe et al., (2012); Egbue & Long ( 2012 ); Schuitema et al., (2013) ; Krupa et al., (2014) and Kumar & Alok (2020) have all found that these factors significantly impact the intention to adopt EVs. Another perspective explored the factors influencing the adoption of electric vehicles (EVs) from a pro-environmental standpoint. This approach considers “subjective norms”; “pro-environmental attitudes”; “environmental concerns” and “perceived environmental benefits” as significant determinants of customers' intentions toward EV adoption. Studies conducted by Sang & Bekhet (2015); Coelho et al., (2017); Adnan et al., (2017); Zhang et al., (2018) and Shalender & Sharma (2020) have all identified these factors as influential in shaping individuals' intentions to adopt EVs. Environmental concern (EC) has been consistently linked to an increased propensity for green buying behavior in numerous empirical studies, highlighting its pivotal role in shaping consumer preferences towards eco-friendly products and services (Adnan et al., 2018 ; Wang et al., 2016 ). The positive correlation between environmental concern and green buying behavior underscores the significance of individuals' intrinsic motivations and ethical considerations in driving sustainable consumption patterns, including the adoption of environmentally friendly alternatives like electric vehicles (Cui et al. ( 2021 )). Research findings suggest that individuals with higher levels of environmental concern are more likely to exhibit pro-environmental attitudes and behaviours, leading to a greater propensity to engage in green purchasing practices, such as choosing electric vehicles over traditional gasoline-powered cars (Barbarossa et al., 2017 ). Perceived consumer effectiveness (PCE) can be explained by a belief of individuals in resolving environmental problems by right choice of products as a solution (Ellen et al., 1991 ). Research suggests that PCE individuals with higher levels of perceived effectiveness in making a difference in environmental issues are more likely to translate their concern into sustainable purchasing decisions, such as opting for electric vehicles (Akehurst et al., ( 2012 ); Kim et al., ( 2012 ); Hanss et al., ( 2016 ) and Nguyen et al. ( 2019 )). The moderating role of PCE underscores the importance of individuals' beliefs in their ability to enact meaningful change in influencing the extent to which environmental concern drives green buying behavior, particularly in contexts where consumers perceive themselves as influential agents of change (Nguyen et al. ( 2019 )). Understanding how PCE moderates the relationship between EC and GPB provides valuable insights into the psychological mechanisms underlying sustainable consumer decision-making, shedding light on the conditions under which environmental concern translates into actionable behaviors, such as the adoption of eco-friendly transportation options like electric vehicles. The interaction between environmental concern and PCE offers a nuanced understanding of the complexities involved in motivating consumers to engage in green purchasing practices, suggesting that interventions aimed at enhancing consumers' perceived effectiveness may effectively amplify the impact of EC on GPB (Kautish & Sharma ( 2019 )), particularly in the context of promoting sustainable mobility solutions like electric vehicles. Incorporating PCE as a moderator in examining the relationship between environmental concern and green buying behavior contributes to a more comprehensive understanding of the factors influencing sustainable consumption patterns, offering practical implications for policymakers, businesses, and marketers seeking to develop targeted strategies to promote eco-friendly products and services, including electric vehicles, among environmentally conscious consumers. Pro-environmental self-identity (PESI) is a socio cultural dimension cue which direct consumer’s environment friendly behaviour (Whitmarsh & O'Neill, 2010; Kashima et al., 2014 ; Dermody et al., 2015 ). Literature reflects the link between “green purchase behaviour” and building “self-identity” influencing “pro environmental behaviour” (Thorbjørnsen, et al., 2007 ; Oyserman, 2009 ; Reed et al., 2012 ; van der Werff, Steg & Keizer, 2013 ). Individuals with “PESI” will exhibit their environment friendly attribiutes through embedded sustainable consumption practices like purchasing electric vehicles (Dermody et al., 2017). PESI consciously or unconsciously influencing the consumption behaviour of consumers and create an evaluative sense making world surrounding the individuals due to its multi-dimensional, situationally cued character (Oyserman, 2009 ). Pro environmental self-identity is an under researched concept, indicating that individuals who strongly identify with pro-environmental values are more likely to translate their concern into sustainable purchasing decisions, such as choosing electric vehicles. Hence this study proposing to empirically test the moderating role of “PESI” focusing on the significance of individuals' internalized beliefs and values in shaping the extent to which environmental concern influences green buying behavior, particularly among those who perceive environmentalism as a core aspect of their identity. Understanding how “PESI” moderates the impact of EC on GPB provides valuable insights into the psychological mechanisms underlying sustainable consumer decision-making, emphasizing the importance of aligning personal values with purchasing choices, such as opting for eco-friendly transportation options like electric vehicles (Oyserman, 2009 ; Reed et al., 2012 )). Incorporating pro environmental self-identity as a moderator in examining the relationship between environmental concern and green buying behavior enriches our understanding of the complexities involved in motivating consumers to engage in environmentally sustainable behaviours, offering practical implications for promoting eco-friendly products and services, including electric vehicles, among individuals with a strong pro-environmental identity. There is gap in the past studies to establish connection between EC and green buying behaviour due to existence of additional constructs (Newton et al., 2015). Therefore, researchers are encouraged to focus more on mediating and moderating effects of constructs influencing pro-environmental behaviour (Gifford & Nilson, 2014). This paper contributes to improve the understanding of following research questions RQ1: How people concern about environment are more engaged with sustainable consumption or green purchase behaviour RQ2: To what extent Intrinsic values like PCE and PESI are mediating the environmental concern and green purchase behaviour RQ3: Whether, intrinsic values PCE and PESI are sequentially mediating towards more inclination towards green purchase behaviour The novelty of this paper is to unveil an innovative sequential mediation pathway between environmental concern and green purchasing behaviour through perceived consumer effectiveness and perceived environmental sustainability importance. 1. LITERATURE REVIEW “Theory of Planned behaviour” (TPB) provides the foundation for the relation between environmental concern, perceived consumer effectiveness, pro environmental self-identity with green purchase behaviour. TPB is the framework that considers the variables which explains the behaviour (Ajzen, 1991). This theory is extensively applied in many researches to related to environmental aspects of behaviour. Researchers (Sultana & Islam, 2022) used TPB theory for the relation between environmental concern, green trust and green intention. Literature regarding environmental concern with PCE and PESI may enhance the consumer’s green purchase behaviour. Hence, we draw upon TPB to study the relationship between environmental concern and green purchase intention. 2.1 EC AND GPB : Awareness of environment leads to responsible behavior (Lau & Li, 2021). Researchers discussed that the environmental knowledge of the consumers can influence their green purchase behavior (Sultana & Islam, 2022) Green purchasing behaviour is about purchasing the “environment friendly products” which can also be referred as “green products or sustainable products” (Soomro et al., 2020). Green purchase behavior protects the environment from the unsustainable pattern of consumption (Ogiemwonyi et al., 2023). The increase of environmental concern results green behavior which helps in protecting the environment and extending a fertile ground for business (Asl et al., 2023). Environmental concern helps to shape the mindset of the consumer towards responsible purchase (Ogiemwonyi et al, 2023). Environmental concerned people purchase more environment friendly products than others (Kim & Choi, 2005 ). Consumers with high environmental concern are more conscious about their consumption behavior (Kim, 2011). Based on this review, the hypothesis is proposed as H1: environmental concern is positively associated with green purchasing behavior 2.2 EC and PCE : PCE is a belief that the effort of individuals can solve the problem (Ellen & Walgren, 1991). PCE is the believe that every Individual’s action is significant in protecting the environment (Akehurst et al., 2012 ). Consumers who are concerned for the environment, belief that their responsible activities can save the environment (Stojanova, 2021). PCE with EC results positive environmental consequences for those who believe on the impact of environmentally sensitive behaviour environmental product engagement (Kim & Choi, 2005 ; Lee & Holden, 1999 ). With these literature support, the following hypothesis is proposed. H2: Environmental Concern has a positive relation with Perceived consumer effectiveness 2.3 EC and PESI : Environmental concern was first included in the environmental research (Antil, 1984) to explain the environmental responsible activities (Hosta and Zabkar, 2019). Limited papers have focused the relationship of Environmental Concern with various types of identity (Schultz, 2001 ; Clayton, 2012 ; Leung et al., 2015 and Brick & Lai, 2018 ). The environmental identity and PESI is directly related with environmental implications. Moreover, literature have also focused on pro-environmental properties (Whitemarsh & O’Neil, 2010; Clayton,2003). PESI is a component of individual’s self-identity which reflects self-responsibility towards environment (Kuswati et al, 2021). PESI is described as the self-obligations of the individuals towards protecting the environment (Werff and Keizer, 2013). PESI is mentioned as the environmentally friendly self-concept (Dermody, et al, 2018). People with strong PESI possess higher environmental concern (Brick et al., 2017; O’Brien et al., 2018 ) which leads to strong environmental behavior (Fielding et al., 2008 ). Except few studies (Dermody, et al, 2015 ) there is dearth of literature regarding the impact of EC and PESI. Hence, we propose the following hypothesis H3: Environmental Concern has a positive relation with and pro environmental self-identity 2.4 PCE and GPB PCE varies from person to person, based on their knowledge and life experiences (Waskito & Wahyono, 2017 ). Hence, PCE can be taken as a phenomenon of change. High PCE encourage the consumer to contribute towards green purchase behavior (Robert, 1996). PCE can affect the socially responsible consumption (Antil, 1984). Literature reports the influence of perceived consumer effectiveness on the green purchase behaviour (Kautish et al, 2019). Hence, it can be proposed that H4: Perceived Consumer Effectiveness is positively related to the Green Purchase Behaviour 2.5 PESI and GPB Researchers has mentioned PESI as a predictor of environmental behaviour (Gatersleben et al., 2014). PESI also encourages the consumers towards environmentally friendly behaviour (Werff and Keizer, 2013). Literature also suggests the importance of PESI in forming the sustainable consumption behavior (Kuswati et al, 2021). Considering the above literature, it is proposed: H5: PESI is positively related to the Green Purchase Behaviour 2.6 Perceived Consumer Effectiveness, Environmental concern and green purchase behaviour There is a dearth of studies regarding the mediating effect of perceived consumer effect in the relation between environmental concern and green purchase behaviour. But it is discussed that environment concerned consumers having strong belief on their behavior, are more likely to engage in environmental conscious behaviour (Stojanova, 2021). With these literature evidence, the hypothesis may be proposed as H6: PCE mediates the relation between EC and green purchase behaviour 2.7 EC, PESI and GPB Researchers have discussed the mediating role of PESI in the relation between EC taken as one of the antecedents of PESI and sustainable purchasing behaviour (Dermody et al., 2018). The relation between PESI and consumption choice was discussed by researchers (Sparks & Shepherd, 1992). In light of these arguments, hypothesis can be developed as H7: PESI mediates the relation between EC and GPB 2.8 Sequential mediation of PCE and PESI Traces found in the literature regarding the “perceived consumer effectiveness along with consumer knowledge as a significant factor of PESI and the mediating effect of PESI on sustainable buying” (Dermody et al., 2018). Though few researchers have focused on the relation between EC and GPB (Ogiemwonyi et al, 2023). Still the underlying mechanism is not clear. Therefore, the following hypothesis is proposed: H8: perceived consumer effectiveness and pro environmental self-identity sequentially mediate the relation between environmental concern green purchasing behavior 2. RESEARCH METHODOLOGY 3.1 Research design and sample An online survey that was independently administered and structured was used in the study. An online survey that was independently administered and structured was used in the study. To filter the replies, we asked them if they had used E-vehicles. Purposive sampling, which is non-probabilistic, was used to get the data. With this screening process, the researcher was able to identify individuals who are particularly knowledgeable about and have firsthand experience about e-vehicles. There were several internet platforms used to conduct the study. In all, 450 respondents were involved in this study. Following the screening procedure, 230 responses in all were deemed suitable for analysis. 3.2 Survey design The final survey had 21 questions in total. There were 4 demographic questions and 17 questions related to variables Environment concern. The independent variables were Pro environmental self-identity; Green Purchase Behaviour; Perceived Consumer Effectiveness and the dependent variable was Environment Concern. While the mediating variables were Perceived Consumer Effectiveness and Pro Environmental Self-Identity and the outcome variable was Green Purchase behaviour. A 5-point Likert scale was used to measure the items, where 1 denoted ‘Strongly Disagree’ and 5 represented ‘Strongly Agree’. 3.3 Study Measure Table 1 Estimation of the review Sl. No. Construct Name Number of Items Adopted from Studies 1 Environment concern 4 Paul et al. (2015); Saari et al ( 2021 ) 2 Pro environmental self-identity 4 Krawczyk et. Al. (2021). 3 Green Purchase behaviour 6 Ogiemwonyi ( 2022 ). 4 Perceived Consumer effectiveness 3 Stojanova et.,al (2023). Source: Author’s own 4 EMPIRICAL ANALYSIS AND RESULTS 4.1 Measurement Model assessment Table 2- Measurement Model: Reliability, Convergent Validity and Average Variance Extracted. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the suggested model. According to Henseler et al. (2012), PLS-SEM seeks to maximize the explained variance of the endogenous constructs and is renowned for producing trustworthy results even for complicated models and data that is not normally distributed (Chin and Newsted, 1999 ). The study describes the validity and reliability metrics for constructs in a structural equation model (SEM). All of the constructs have high levels of reliability, with PESI having the highest reliability score of 0.898. The construct reliability scores show the internal consistency among the indicators of each construct. According to Nunnally ( 1978 ), the reliability of the constructs is measured by Cronbach's alpha coefficients, which are generally greater than 0.7, with the exception of PCE, which is marginally below. All of the constructs do, however, show respectable degrees of reliability. Higher values indicate better convergent-validity. The Average Variance Extracted (AVE) values evaluate convergent-validity (Hair et al., 2014 ). With comparatively higher AVE values (0.693 and 0.688, respectively), EC and PESI show strong convergent-validity by implying that the constructs account for a significant portion of the variance in their indicators. In contrast, the AVE values for GPB and PCE are significantly lower (0.518 and 0.605, respectively), indicating a moderate degree of convergent-validity. In the context of Smart PLS 4, these metrics collectively show that the measurement model is robust, with constructs demonstrating acceptable convergent-validity and strong internal consistency. This suggests that the EC-related relationships in the structural model are statistically significant and significantly affect the model as a whole. By comparing the square roots of the average variance extracted (AVE) for each construct with the correlations between that construct and other constructs in the model, the Fornell-Larcker (1981) criterion evaluates discriminant validity. The findings shows that the variance shared by each construct with its indicators is greater than that of other constructs, thereby verifying the discriminant validity of the constructs in the model as shown in Table 3 . Table 3- Discriminant validity (Fornell Larker Criteria) Table 4- HTMT Analysis The model's constructs' discriminant validity is revealed by the HTMT (Heterotrait-Monotrait) analysis (Table 4 ). All pairs of constructs show values below the 0.85 threshold (Henseler et al., 2015 ), according to the results, indicating adequate discriminant validity. These values support the discriminant validity of the model by showing that each construct measures a 4.2 Structural Model assessment Purwanto et al. ( 2020 ) conducted a convergent-validity test on the outer model to ascertain the validity of the indicators containing latent variables, requiring a validity value greater than 0.70 in case of all the variables except for GPB for two questions. All of the research indicators are deemed genuine because, as Fig. 2 demonstrates, their validity values are more than 0.7. In addition to convergent-validity, the outer model test also includes a validity reliability test, which measures the indicators' dependability in measuring the variables. According to Purwanto et al. (2021), variables are considered valid if they have an AVE value above 0.5 and a Cronbach Alpha value above 0.7. The R-square number in this study is based on the inner model test, which provides an explanation of the R-square. Based on the R-Square results, it can be inferred that EC influences 81.9% of PCE, GPB by 84.3%, PESI by 89.9%, with other factors unrelated to the study's focus influencing the remaining. 4.3 Mediation analysis Table 5- Mediation analysis The results of an indirect effects analysis using PCE (Perceived Corporate Environmentalism) and PESI (Perceived Environmental Sustainability Initiatives) as mediating variables are shown in the Table 5 . The relationship between EC and PESI is partially mediated by PCE, as evidenced by the significant indirect effect of EC on PESI through PCE (T = 6.583, p < 0.001). This implies that PCE is a partial mediate the impact of EC on PESI. Likewise, there is a significant indirect effect of EC on GPB through PESI (T = 2.862, p = 0.004), suggesting that PESI partially mediates the relationship between EC and GPB. This suggests that PESI has a part in moderating how EC affects GPB. By using both PCE and PESI, EC has a significant indirect effect on GPB (T = 4.146, p < 0.001). Based on the combined mediation of PCE and PESI, this implies a sequential mediation effect in which EC affects GPB. The Table 5 suggests that all five indirect effects are statistically significant (p-value < 0.05). This means that there is evidence to support the notion that EC can indirectly influence GPB through the specified paths. 5. DISCUSSION AND CONCLUSION The study investigated the correlation between Environmental Concern (EC) and Green purchase Behaviour (GPB) by introducing dual mediators like PCE and PESI. The results revealed the proposed direct relationship between EC and green purchase behaviour towards electric vehicle. The indirect relationship through mediators like PCE and PESI are also established through this study. In addition, we found that EC significantly influencing PCE, PCE significantly influencing GPB, EC significantly influencing PESI and PESI significantly influencing the GPB. The study also revealed a novel sequential mediation relationship between EC and GPB through PCE and PESI. These findings are aligning with previous studies as was examined. Previous studies have confirmed that higher level of environmental concern lead to better green purchase behaviour in different segments and different country prospective (Cerri et al., 2018 ; Trivedi et al.,2018; Heo & Muralidharan, 2019 ; Kautish & Sharma, 2019 ; H. Wang et al., 2019 ). In case of consumer durables like energy efficient appliances higher level of environmental concern leads to pay a premium price by the customers (Li et al., 2019 ) which is in alignment with our findings in case of electric vehicle. The empirical study of green purchase behaviour towards electric vehicle has produced substantial results and validated all hypotheses presented, demonstrating strong theoretical and practical implications. 5.1 Theoretical Contributions The verification of H1 indicates that environmental concern (EC) directly and positively impact the green purchase behaviour (GPB). This is in consistent with EC has a significant influence on PCE which is aligning to the findings of previous researchers (Mishal et al., 2017 ). This research expands the Theory of Planned Behaviour (TPB) by particularly examining the green purchase behaviour, therefore enriching the existing body of knowledge of green purchase behaviour. The significance between PCE and GPB has also been established by many authors (Wang et al., 2019 ; Joshi & Rahman, 2015 ; Taufique & Vaithianathan, 2018 ). Our study hypotheses H2 and H4 significantly supported the relationship between Environmental concern & perceived consumer effectiveness and green purchase behaviour in case of electric vehicle which is justifying the literature that people feel that they can save the environment by performing specific action and environmental concern (Roberts, 1996 ). PCE is a strong antecedent to sustainable consumption behaviour or green purchase behaviour (P. S. Ellen et al., 1991 ). Pro environmental self-identity (PESI) has been utilised in few studies (Dermody et al., 2015 ; Whitemarsh & O’Neil, 2010) and act as a behavioural influencer in emerging market. Therefore, this study considered PESI as an antecedent to GPB and established the relationship between environmental concern and green purchase behaviour. Thus, our finding confirms the previous research findings, who highlighted self-identity as an antecedent to purchase intention (Van der werff et al., 2013 ; Barbarossa & Pelsmacker, 2016). In examining the result of hypotheses H3 and H5, PESI supports the positive association with GPB and EC supports the positive association with PESI. This finding is aligning with the previous research that people with stronger environmental concern likely to have stronger PESI (Brick et al., 2017) and a stronger PESI leads to strong green purchase behaviour (Fielding et al., 2008 ). Additionally, the validation of hypotheses H6, H7 and H8 which propose perceived consumer effectiveness (PCE) and Pro-environmental self-identity (PESI) confirmed as mediator between EC and GPB in case of electric vehicle. PCE is mediator between EC and GPB and PESI is a mediator between EC and GPB along with both PCE and PESI sequentially mediate the relationship between EC and GPB and the relationship becomes stronger due to these variables. The finding is in alignment with previous research claimed by Dermody et al. (2018) regarding the significance of PESI as mediator between EC and GPB. The novelty of this study findings significantly revealed that PCE and PESI sequentially mediate the relationship between EC and GPB. 5.2 Practical Implications The study highlights numerous practical implications for public policy makers, government and companies developing strategies for green purchase behaviour towards electric vehicles. The results can be helpful in formulating marketing strategies, campaigns and regulations to enhance green and sustainable purchase behaviour. The major finding of this study defines the value and identity-based attributes of consumers leading to enhanced sustainable and environment friendly purchase behaviour. All the stakeholders engaged in pro environmental activities may include PCE and PESI along with environmental concern to promote green purchase behaviour. Environment friendly product marketers must present solutions understanding the consumer behaviour in defining their self-identity through mass media campaigns by considering some opinion leaders through personalised approach. Marketers may provide information related to raising environmental concern and elevating their pro-environmental self-identity which in turn will facilitate in the decision-making process of green purchase behaviour. Marketers and public policy makers can make people realise that their environment friendly actions can bring difference to make a sustainable future. The marketing communication strategies must take the advantages of the study findings to motivate and inspire individuals for sustainable choices for environment friendly lifestyles and values (Kang et al., 2013 ). 6. LIMITATIONS AND DIRECTIONS FOR FURTHER RESEARCH It is important to acknowledge the limitations of the study despite the study contributing to the theoretical understanding of green purchase behaviour with respect to environmental concern. This study basically focused on a specific segment of electric vehicle purchase behaviour and therefore the findings may not be generalised for other environmentally friendly purchases. Therefore, researchers may include green purchase behaviour towards few other environment friendly products like FMCG, sustainable fashion brands, tourism, hotel industry etc. Since we used convenience no probabilistic sampling method and a cross sectional study, generalisation of the findings is a limitation. Moreover, the study has covered a single country and similar studies may be considered in other countries for universal validity of the findings. In addition to the findings of this study if Universal sustainable development goals (SDG by UN 2021) can be validated for a sustainable and responsible production and consumption (Sachs, 2012 ), then the utility of the study can be better in achieving those. Further studies can explore the longitudinal study with other sampling methods. Identity salience (Pinto et al., 2014) for sustainable consumption and mental accounting (Thaler, 1985 ) of sustainable purchase behaviour can be studied further to understand motivation of green purchase behaviour. This could result in better understanding of consumer behaviour towards sustainable consumption. Further studies may include the constructs as a moderator to check the influence on green purchase behaviour. Declarations Ethical Statement: All methods were carried out in accordance with relevant guidelines and regulations. We confirm that all experimental protocols were approved by Research & Ethics Committee, BIITM, Bhubaneswar with reference number BIITM/MBA/09/2025. We confirm that informed consent was obtained from all subjects and/or their legal guardian(s). Funding: No Funding Author Contribution Dr Dhananjay Beura - Conceptualisation, Discussion, ConclusionDr Lopamudra Mishra - Literature Review, Data collectionShahni Singh - Introduction, Research questions, Data collectionDr Sujit Prusty & Dr Prasant Kumar Rout - Data analysis, Interpretaion, Implications, Data collection Data Availability The datasets used and/or analysed during the current study available from the corresponding author on reasonable request. References Accenture. (2014). The Consumer Study: From Marketing to Mattering from https://www.unglobalcompact.org/docs/news_events/8.1/UNGC_Accenture__Havas_Consumer_Study_2014.pdf Retrieved 9th Feb 2024. Adnan, N., Md Nordin, S., Hadi Amini, M., & Langove, N. (2018). What make consumer sign up to PHEVs? Predicting Malaysian consumer behavior in adoption of PHEVs. Transportation Research Part a: Policy and Practice, 113 , 259–278. https://doi.org/10.1016/j.tra.2018.04.007 Akehurst, G., Afonso, C., & Gonçalves, H. M. (2012). Re‐examining green purchase behaviour and the green consumer profile: new evidences. Management decision , 50 (5), 972-988. Barbarossa, C., De Pelsmacker, P., & Moons, I. (2017). Personal values, green self-identity and electric car adoption. Ecological Economics, 140 , 190–200. https://doi.org/10.1016/j.ecolecon.2017.05.015 Brick, C., & Lai, C. K. (2018). Explicit (but not implicit) environmentalist identity predicts pro-environmental behavior and policy preferences. Journal of Environmental Psychology, 58, 8–17. https://doi.org/10.1016/j.jenvp.2018.07.003. Cerri, J., Testa, F., & Rizzi, F. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175(6), 343–353. https://doi.org/10.1016/j.jclepro.2017.12.054 Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical strategies for small sample research , 1 (1), 307-341. Clayton, S. (2003). Environmental identity: A conceptual and an operational definition. In S. Clayton, & S. Opotow (Eds.), Identity and the natural environment: The psychological significance of nature (pp. 45–65). The MIT Press. Clayton, S. (2012). Environment and identity. In S. Clayton (Ed.), The Oxford handbook of environmental and conservation psychology (pp. 1–21). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199733026.013.0001. Costa Pinto, D., Herter, M. M., Rossi, P., & Borges, A. (2014). Going green for self or for others? Gender and identity salience effects on sustainable consumption. International Journal of Consumer Studies , 38 (5), 540-549. Cui, L., Wang, Y., Chen, W., Wen, W., & Han, M. S. (2021). Predicting determinants of consumers’ purchase motivation for electric vehicles: An application of Maslow’s hierarchy of needs model. Energy Policy, 151 , 112167. Degirmenci, K., & Breitner, M. H. (2017). Consumer purchase intentions for electric vehicles: Is green more important than price and range? Transportation Research Part D: Transport and Environment, 51, 250–260. https://doi.org/10.1016/j. Dermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N., & Zhao, A. L. (2015). Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity. Journal of Marketing Management, 31(13-14), 1472-1502. Egbue, S. Long, Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions. Energy Policy 2012, 48, 717–729. [Google Scholar] [CrossRef] ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 275, 122556. https://doi.org/10.1016/j.jclepro.2020.122556 Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102–117. https://doi.org/10.1177/074391569101000206 Examining the attitude-behavior gap in residential energy use: Empirical evidence from a large-scale survey in Beijing, China. Journal of Cleaner Production, 295, 126510. https://doi.org/10.1016/j.jclepro.2021.126510 Farjam, M., Nikolaychuk, O., & Bravo, G. (2019). Experimental evidence of an environmental attitude-behavior gap in high-cost situations. Ecological Economics, 166, 106434. Fielding, K. S., McDonald, R., & Louis, W. R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318–326. https://doi.org/10.1016/j.jenvp.2008.03.003. Globisch, J., Plotz, ¨ P., Dütschke, E., & Wietschel, M. (2019). Consumer preferences for public charging infrastructure for electric vehicles. Transport Policy, 81, 54–63. https://doi.org/10.1016/j.tranpol.2019.05.017 Haider, S. W., Zhuang, G., & Ali, S. (2019). Identifying and bridging the attitude-behavior gap in sustainable transportation adoption. Journal of Ambient Intelligence and Humanized Computing, 10(9), 3723–3738. Hair, J. F., Jr, Babin, B. J., Anderson, R. E., & Black, W. C. (2014 ). Multivariate Data Analysis (7th ed.). Harlow, Essex: Pearson. Hanss, D., Böhm, G., Doran, R., & Homburg, A. (2016). Sustainable consumption of groceries: The importance of believing that one can contribute to sustainable development. Sustainable Development , 24 (6), 357-370. Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural equation modeling , 17 (1), 82-109. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science , 43 , 115-135. Heo, J., & Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products?: The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421–437. https://doi. org/10.1080/13527266.2017.1303623 Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001 Kang, J., Liu, C., & Kim, S.-H. (2013). Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442–452. https://doi.org/10.1111/ijcs.12013 Kashima, Y., Paladino, A., & Margetts, E. A. (2014). Environmentalist identity and environmental striving. Journal of environmental psychology, 38, 64-75. Kautish, P., & Sharma, R. (2019). Value orientation, green attitude and green behavioral intentions: An empirical investigation among young consumers. Young Consumers, 20(4), 338–358. https://doi.org/10.1108/yc-11–2018-0881 Kim, S. Y., Yeo, J., Sohn, S. H., Rha, J. Y., Choi, S., Choi, A. Y., & Shin, S. (2012). Toward a composite measure of green consumption: an exploratory study using a Korean sample. Journal of family and economic issues , 33 , 199-214. Kim, Y., & Choi, SM. (2005). Antecedents of green purchase behavior: an examination of collectivism, environmental concern, and perceived consumer effectiveness. Advances in Consumer Research, 32, 592-599. Krawczyk, M.; Bielawska,Z., A., Flaszewska, S., From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention, Energies, 14, 2-17, https://doi.org/10.3390/en14185732 Lee, JA., & Holden, SJS. (1999). Understanding the determinants of environmentally conscious behavior. Psychology & Marketing, 16(5), 373-392. Leung, A. K. Y., Koh, K., & Tam, K. P. (2015). Being environmentally responsible: Cosmopolitan orientation predicts pro-environmental behaviors. Journal of Environmental Psychology, 43, 79–94. https://doi.org/10.1016/j.jenvp.2015.05.011. Li, G., Li, W., Jin, Z., & Wang, Z. (2019). Influence of environmental concern and knowledge on households’ willingness to purchase energy-efficient appliances: A case study in Shanxi, China. Sustainability, 11(4), 1073. https://doi.org/10.3390/su11041073 Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental conscious-ness and green purchase behaviour: An empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682–706. https://doi.org/10.1108/ijccsm-11-2016-0168 Naciti, V. (2019). Corporate governance and board of directors: The effect of a board composition on firm sustainability performance. Journal of Cleaner Production, 237, 117727. https://doi.org/10.1016/j.jclepro.2019.117727. Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention‐behavior gap. Sustainable Development, 27(1), 118-129. Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook , 97-146. O’Brien, L. V., Meis, J., Anderson, R. C., Rizio, S. M., Ambrose, M., Bruce, G., & Kashima, Y. (2018). Low carbon readiness index: A short measure to predict private low carbon behaviour. Journal of Environmental Psychology, 57, 34–44. https://doi.org/10.1016/j.jenvp.2018.06.005. Ogiemwonyi, O., (2022), Factors influencing generation Y green behaviour on green products in Nigeria: An application of theory of planned behaviour, Environmental and Sustainability Indicators, 13, 3-14, https://doi.org/10.1016/j.indic.2021.100164 Oyserman, D. (2009). Identity-based motivation and consumer behavior. Journal of Consumer Psychology, 19(3), 276-279. Paul., J., Modi, A., Patel, J., (2016). Predicting green product consumption using theory of planned behavior and reasoned action, Journal of Retailing and Consumer Services, Journal of Retailing and Consumer Services, 29, 123-134, https://doi.org/10.1016/j.jretconser.2015.11.006 Purwanto, A., Asbari, M., Santoso, T. I., Paramarta, V., & Sunarsi, D. (2020). Social and management research quantitative analysis for medium sample: comparing of Lisrel, Tetrad, GSCA, Amos, SmartPLS, WarpPLS, and SPSS. Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran Dan Penelitian Administrasi Publik . Reed II, A., Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310-321. Roberts, J. A. (1996). Green Consumers in the 1990s: Profile and Implications for Advertising. Journal of Business Research, 36(3), 217–231. https://doi.org/10.1016/01482963(95)00150-6 Saari, U., A., Damberg, S., Frombling, L., Ringle, C., M., (2021), Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention, Ecological Economics, 189, https://doi.org/10.1016/j.ecolecon.2021.107155 Sachs, J. D. (2012). From millennium development goals to sustainable development goals. The lancet , 379 (9832), 2206-2211. Schäufele, I., & Janssen, M. (2021). How and why does the attitude-behavior gap differ between product categories of sustainable food? Analysis of organic food purchases based on household panel data. Frontiers in Psychology, 12, 595636. https://doi.org/10.3389/fpsyg.2021.595636 Schultz, P. W. (2001). The structure of environmental concern: Concern for self, other people, and the biosphere. Journal of Environmental Psychology, 21(4), 327–339. https://doi.org/10.1006/jevp.2001.0227 Secinaro, S., Calandra, D., Lanzalonga, F., & Ferraris, A. (2022). Electric vehicles’ consumer behaviours: Mapping the field and providing a research agenda. Journal of Business Research, 150, 399-416. Stojanova, S., Zečević, M., & Culiberg, B. (2023). From words to deeds: How do knowledge, effectiveness, and personal relevance link environmental concern and buying behavior?. Journal of Nonprofit & Public Sector Marketing , 35 (4), 329-353. Taufique, K. M. R., & Vaithianathan, S. (2018). A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. Journal of Cleaner Production, 183(14), 46–55. https://doi.org/10.1016/j.jclepro.2018.02.097 Thaler, R. (1985). Mental accounting and consumer choice. Marketing science , 4 (3), 199-214. Thorbjørnsen, H., Pedersen, P. E., & Nysveen, H. (2007). “This is who I am”: Identity expressiveness and the theory of planned behavior. Psychology & Marketing, 24(9), 763-785. Trivedi, R. H., Patel, J. D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196(27), 11–22. https://doi.org/10.1016/j.jclepro.2018.06.024 Van der Werff, E., Steg, L., & Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and environmental preferences, intentions and behaviour. Journal of Environmental Psychology, 34, 55-63. Wang, H., Ma, B., & Bai, R. (2019). How does green product knowledge effectively promote green purchase intention? Sustainability, 11(4), 1193. https://doi.org/10.3390/su11041193 Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: Using an extended version of the theory of planned behavior model. Transportation, 43 (1), 123–143. Waskito, J., & Wahyono, W. (2017, December). The mediating role of environmental concern and perceived consumer effectiveness on the relationship between consumer skepticism toward advertising and green purchasing behavior. Proceedings of ISETH 2017 (The 3rd International Conference on Science, Technology, and Humanity). Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro- environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30, 305–314. https://doi.org/10.1016/j.jenvp.2010.01.003 Zhang, Y., Bai, X., Mills, F. P., & Pezzey, J. C. (2021). Examining the attitude-behavior gap in residential energy use: empirical evidence from a large-scale survey in Beijing, China. Journal of Cleaner Production , 295 , 126510. Additional Declarations No competing interests reported. Cite Share Download PDF Status: Under Review Version 1 posted Editorial decision: Revision requested 24 Oct, 2025 Reviews received at journal 17 Oct, 2025 Reviews received at journal 14 Oct, 2025 Reviewers agreed at journal 20 Sep, 2025 Reviewers agreed at journal 19 Sep, 2025 Reviewers agreed at journal 17 Sep, 2025 Reviewers invited by journal 17 Sep, 2025 Editor assigned by journal 17 Sep, 2025 Editor invited by journal 10 Sep, 2025 Submission checks completed at journal 08 Sep, 2025 First submitted to journal 08 Sep, 2025 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7453191","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":519524908,"identity":"d11fa844-2241-43f6-a522-bbd97ea263d9","order_by":0,"name":"Dhananjay Beura","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA20lEQVRIiWNgGAWjYBACAxDB2AAk2EGEgQUpWngOgLgSpGiRSAAxidBizt5j9uHnDrs8g5vPr274USDBwN/enYBXi2XPGeOZvWeSiw1u55Td7AE6TOLM2Q34HXYjx5iBt405ccPtnLQbPEAtBhK5BLTcf2PM+LetPnHDzTNpN/8QpeUGjzEzb9vhxA032I/dJsoWy560YmbZM8eLJc/ksN2WMZDgIegXc/bDmxnf7qjO4zt+/NnNN39s5Pjbe/FrgYEEYFyC44iHKOVQLewPiFY9CkbBKBgFIwsAAFt3Sp8PL/UMAAAAAElFTkSuQmCC","orcid":"","institution":"Biju Patnaik Institute of IT \u0026 Management Studies","correspondingAuthor":true,"prefix":"","firstName":"Dhananjay","middleName":"","lastName":"Beura","suffix":""},{"id":519524909,"identity":"9a9b267f-6e09-446c-86ca-0e889bf3c3f3","order_by":1,"name":"Lopamudra Mishra","email":"","orcid":"","institution":"Biju Patnaik Institute of IT \u0026 Management Studies","correspondingAuthor":false,"prefix":"","firstName":"Lopamudra","middleName":"","lastName":"Mishra","suffix":""},{"id":519524911,"identity":"761cd980-6117-4e57-94b8-e1d673c27966","order_by":2,"name":"Shahni Singh","email":"","orcid":"","institution":"Biju Patnaik Institute of IT \u0026 Management Studies","correspondingAuthor":false,"prefix":"","firstName":"Shahni","middleName":"","lastName":"Singh","suffix":""},{"id":519524914,"identity":"31c87f07-121e-458a-a7d2-187b4af19f68","order_by":3,"name":"Sujit Prusty","email":"","orcid":"","institution":"IIIT,Bhubaneswar","correspondingAuthor":false,"prefix":"","firstName":"Sujit","middleName":"","lastName":"Prusty","suffix":""},{"id":519524916,"identity":"d4f3ccd1-d696-4b26-8b4f-4e5680110c36","order_by":4,"name":"Prasant Rout","email":"","orcid":"","institution":"Biju Patnaik Institute of IT \u0026 Management Studies","correspondingAuthor":false,"prefix":"","firstName":"Prasant","middleName":"","lastName":"Rout","suffix":""}],"badges":[],"createdAt":"2025-08-25 11:23:23","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-7453191/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7453191/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":92271639,"identity":"5a5c5fc6-4e17-49bf-b7f4-6133d7b91bc2","added_by":"auto","created_at":"2025-09-26 14:47:22","extension":"docx","order_by":0,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":192333,"visible":true,"origin":"","legend":"","description":"","filename":"MainDocument.docx","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/7f179ae7ea92c927ec628173.docx"},{"id":92273793,"identity":"db298318-0b94-4b6b-966a-cdf6db7aa9c2","added_by":"auto","created_at":"2025-09-26 15:18:21","extension":"json","order_by":1,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":6603,"visible":true,"origin":"","legend":"","description":"","filename":"5c35cb0b910849f5a4aab9dad4eaf26b.json","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/1737af252e8505cebedec82d.json"},{"id":92271640,"identity":"d42b654a-0a4d-4fca-95b4-b2bb275362cd","added_by":"auto","created_at":"2025-09-26 14:47:22","extension":"xml","order_by":2,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":134091,"visible":true,"origin":"","legend":"","description":"","filename":"5c35cb0b910849f5a4aab9dad4eaf26b1enriched.xml","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/ff4a0a83f9064ef02a462d70.xml"},{"id":92272598,"identity":"caace4f1-a484-4d1a-812b-1a0b287daa29","added_by":"auto","created_at":"2025-09-26 14:55:23","extension":"png","order_by":3,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":34840,"visible":true,"origin":"","legend":"","description":"","filename":"floatimage1.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/e93c4998ddf04ff0e5239bd6.png"},{"id":92273041,"identity":"c610b7cc-a32a-4220-8ed3-fc4ac2afbb23","added_by":"auto","created_at":"2025-09-26 15:03:24","extension":"png","order_by":4,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":22332,"visible":true,"origin":"","legend":"","description":"","filename":"floatimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/6c2516d281196451fef60a8e.png"},{"id":92273038,"identity":"2250da10-00a5-4b21-a280-bae568fb151a","added_by":"auto","created_at":"2025-09-26 15:03:23","extension":"png","order_by":5,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":15105,"visible":true,"origin":"","legend":"","description":"","filename":"floatimage3.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/58d6d5eab489702fa82e8aa4.png"},{"id":92271646,"identity":"04ad01c6-c8c3-4597-ac6d-85a0bda2cb35","added_by":"auto","created_at":"2025-09-26 14:47:23","extension":"png","order_by":6,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":12499,"visible":true,"origin":"","legend":"","description":"","filename":"floatimage4.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/82750b518f3829fce1946ca2.png"},{"id":92273040,"identity":"e7dba4ec-1fa3-4dda-8819-db8ab13618fa","added_by":"auto","created_at":"2025-09-26 15:03:24","extension":"png","order_by":7,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":32315,"visible":true,"origin":"","legend":"","description":"","filename":"floatimage5.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/8b89fb936dddcccdfe09db05.png"},{"id":92271643,"identity":"668d4166-81c5-4374-8f52-c789eb65d2bd","added_by":"auto","created_at":"2025-09-26 14:47:22","extension":"png","order_by":8,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":23591,"visible":true,"origin":"","legend":"","description":"","filename":"floatimage6.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/3036435ecd9c0888a4866ec3.png"},{"id":92271651,"identity":"3b22b0d9-4cb1-4c30-9538-b1dafa534392","added_by":"auto","created_at":"2025-09-26 14:47:23","extension":"png","order_by":9,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":11807,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinefloatimage1.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/02e50d74c8784d6f58bf5c09.png"},{"id":92273036,"identity":"501ec831-84b4-475d-8216-66e79e8b4efc","added_by":"auto","created_at":"2025-09-26 15:03:23","extension":"png","order_by":10,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":11239,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinefloatimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/1f41e77ff85c995a93fa3d7d.png"},{"id":92272594,"identity":"57c755d0-4788-426f-82b6-0bd5d2fa6217","added_by":"auto","created_at":"2025-09-26 14:55:23","extension":"png","order_by":11,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":6930,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinefloatimage3.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/7c66aa8b3351489d3ac5089d.png"},{"id":92273039,"identity":"31e59036-2a46-4f19-a40d-d5ef25679978","added_by":"auto","created_at":"2025-09-26 15:03:24","extension":"png","order_by":12,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":5871,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinefloatimage4.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/fc159db0c8dd6a17e7efe8ea.png"},{"id":92272600,"identity":"4ed395b5-7c31-440c-9d07-2df906e4e7fb","added_by":"auto","created_at":"2025-09-26 14:55:23","extension":"png","order_by":13,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":10060,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinefloatimage5.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/f7ad79b7be4befc421115a3d.png"},{"id":92271654,"identity":"e338c5f1-3484-44b4-ace7-93fa485b67c6","added_by":"auto","created_at":"2025-09-26 14:47:23","extension":"png","order_by":14,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":10563,"visible":true,"origin":"","legend":"","description":"","filename":"Onlinefloatimage6.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/75bf1efef3fd289c3d85b71b.png"},{"id":92271656,"identity":"47420517-3326-4ca4-94fb-b143d9d8cc14","added_by":"auto","created_at":"2025-09-26 14:47:23","extension":"xml","order_by":15,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":130297,"visible":true,"origin":"","legend":"","description":"","filename":"5c35cb0b910849f5a4aab9dad4eaf26b1structuring.xml","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/60a5e13a7fb6ec7bb79632bf.xml"},{"id":92271657,"identity":"6d6d3ac8-230a-488d-9863-7c5c83a407e9","added_by":"auto","created_at":"2025-09-26 14:47:23","extension":"html","order_by":16,"title":"","display":"","copyAsset":false,"role":"acdc-reference","size":144054,"visible":true,"origin":"","legend":"","description":"","filename":"earlyproof.html","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/494aa2af9ac152d6d7bd8c05.html"},{"id":92271638,"identity":"ffd2c113-ab0e-489b-98ed-bf74565e62be","added_by":"auto","created_at":"2025-09-26 14:47:22","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":110460,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cem\u003eBootstrap\u003c/em\u003e\u003c/p\u003e","description":"","filename":"1.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/9ae9136365bb08a22f973205.png"},{"id":92272591,"identity":"4b2592ba-4c60-4c70-b6af-884ff959e778","added_by":"auto","created_at":"2025-09-26 14:55:22","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":135939,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cem\u003ePath Analysis\u003c/em\u003e\u003c/p\u003e","description":"","filename":"2.png","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/348ce8482dc3d1ed7f7901f8.png"},{"id":92274621,"identity":"df80dbfd-2b2a-46f1-8fd2-307c5e9b38d6","added_by":"auto","created_at":"2025-09-26 15:27:28","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1076292,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-7453191/v1/a2dac99b-58c4-4770-896a-81fc2d3fbb14.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"From Concern to Action: Understanding the Pathway to Sustainable Electric Vehicle Adoption","fulltext":[{"header":"INTRODUCTION","content":"\u003cp\u003eLiterature suggest that consumers in developing economies exhibit higher level of engagement with sustainable buying behaviours when compared to consumers in established markets (Accenture, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). As awareness of climate change grows, individuals are seeking eco-friendlier alternatives to traditional gasoline-powered vehicles. Green buying behaviour toward electric vehicles (EVs) is a reflection of consumers' increasing concern for environmental sustainability and their desire to reduce carbon footprint (Secinaro et al., 2020; Umar et al., 2021). Consumers interested in green buying behavior toward EVs often prioritize environmental impact, energy efficiency, and sustainability when making purchasing decisions. They are motivated by a desire to minimize their environmental footprint and support the adoption of cleaner transportation technologies. Factors influencing green buying behavior toward electric vehicles include government incentives, such as tax credits and subsidies, availability of charging infrastructure and charging convenience, affordability, reliability, driving range and performance of EVs play a significant role in their decision-making process ((Degirmenci \u0026amp; Breitner, \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Egbue \u0026amp; Long,2012).\u003c/p\u003e\u003cp\u003eUnderstanding green buying behavior toward electric vehicles requires examining consumer attitudes, awareness campaigns promoting the benefits of EVs, and efforts to address barriers to adoption, such as range anxiety and upfront costs (Globisch et al. (\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2019\u003c/span\u003e)). Researchers have explored the factors that influence individuals' intentions to adopt electric vehicles (EVs) from two perspectives. One perspective, which is more commonly accepted, highlights that the likelihood of EV adoption depends on perceived instrumental / functional features. These attributes include maximum speed, reliability, purchase-price, charging-time, driving-range, performance and operational costs. Studies by Graham-Rowe et al., (2012); Egbue \u0026amp; Long (\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2012\u003c/span\u003e); Schuitema et al., (2013) ; Krupa et al., (2014) and Kumar \u0026amp; Alok (2020) have all found that these factors significantly impact the intention to adopt EVs. Another perspective explored the factors influencing the adoption of electric vehicles (EVs) from a pro-environmental standpoint. This approach considers \u0026ldquo;subjective norms\u0026rdquo;; \u0026ldquo;pro-environmental attitudes\u0026rdquo;; \u0026ldquo;environmental concerns\u0026rdquo; and \u0026ldquo;perceived environmental benefits\u0026rdquo; as significant determinants of customers' intentions toward EV adoption. Studies conducted by Sang \u0026amp; Bekhet (2015); Coelho et al., (2017); Adnan et al., (2017); Zhang et al., (2018) and Shalender \u0026amp; Sharma (2020) have all identified these factors as influential in shaping individuals' intentions to adopt EVs.\u003c/p\u003e\u003cp\u003eEnvironmental concern (EC) has been consistently linked to an increased propensity for green buying behavior in numerous empirical studies, highlighting its pivotal role in shaping consumer preferences towards eco-friendly products and services (Adnan et al., \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Wang et al., \u003cspan citationid=\"CR60\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). The positive correlation between environmental concern and green buying behavior underscores the significance of individuals' intrinsic motivations and ethical considerations in driving sustainable consumption patterns, including the adoption of environmentally friendly alternatives like electric vehicles (Cui et al. (\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2021\u003c/span\u003e)). Research findings suggest that individuals with higher levels of environmental concern are more likely to exhibit pro-environmental attitudes and behaviours, leading to a greater propensity to engage in green purchasing practices, such as choosing electric vehicles over traditional gasoline-powered cars (Barbarossa et al., \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2017\u003c/span\u003e).\u003c/p\u003e\u003cp\u003ePerceived consumer effectiveness (PCE) can be explained by a belief of individuals in resolving environmental problems by right choice of products as a solution (Ellen et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e1991\u003c/span\u003e). Research suggests that PCE individuals with higher levels of perceived effectiveness in making a difference in environmental issues are more likely to translate their concern into sustainable purchasing decisions, such as opting for electric vehicles (Akehurst et al., (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2012\u003c/span\u003e); Kim et al., (\u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2012\u003c/span\u003e); Hanss et al., (\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2016\u003c/span\u003e) and Nguyen et al. (\u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2019\u003c/span\u003e)). The moderating role of PCE underscores the importance of individuals' beliefs in their ability to enact meaningful change in influencing the extent to which environmental concern drives green buying behavior, particularly in contexts where consumers perceive themselves as influential agents of change (Nguyen et al. (\u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2019\u003c/span\u003e)). Understanding how PCE moderates the relationship between EC and GPB provides valuable insights into the psychological mechanisms underlying sustainable consumer decision-making, shedding light on the conditions under which environmental concern translates into actionable behaviors, such as the adoption of eco-friendly transportation options like electric vehicles. The interaction between environmental concern and PCE offers a nuanced understanding of the complexities involved in motivating consumers to engage in green purchasing practices, suggesting that interventions aimed at enhancing consumers' perceived effectiveness may effectively amplify the impact of EC on GPB (Kautish \u0026amp; Sharma (\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2019\u003c/span\u003e)), particularly in the context of promoting sustainable mobility solutions like electric vehicles. Incorporating PCE as a moderator in examining the relationship between environmental concern and green buying behavior contributes to a more comprehensive understanding of the factors influencing sustainable consumption patterns, offering practical implications for policymakers, businesses, and marketers seeking to develop targeted strategies to promote eco-friendly products and services, including electric vehicles, among environmentally conscious consumers.\u003c/p\u003e\u003cp\u003ePro-environmental self-identity (PESI) is a socio cultural dimension cue which direct consumer\u0026rsquo;s environment friendly behaviour (Whitmarsh \u0026amp; O'Neill, 2010; Kashima et al., \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2014\u003c/span\u003e; Dermody et al., \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Literature reflects the link between \u0026ldquo;green purchase behaviour\u0026rdquo; and building \u0026ldquo;self-identity\u0026rdquo; influencing \u0026ldquo;pro environmental behaviour\u0026rdquo; (Thorbj\u0026oslash;rnsen, et al., \u003cspan citationid=\"CR56\" class=\"CitationRef\"\u003e2007\u003c/span\u003e; Oyserman, \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2009\u003c/span\u003e; Reed et al., \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2012\u003c/span\u003e; van der Werff, Steg \u0026amp; Keizer, \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2013\u003c/span\u003e). Individuals with \u0026ldquo;PESI\u0026rdquo; will exhibit their environment friendly attribiutes through embedded sustainable consumption practices like purchasing electric vehicles (Dermody et al., 2017). PESI consciously or unconsciously influencing the consumption behaviour of consumers and create an evaluative sense making world surrounding the individuals due to its multi-dimensional, situationally cued character (Oyserman, \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2009\u003c/span\u003e). Pro environmental self-identity is an under researched concept, indicating that individuals who strongly identify with pro-environmental values are more likely to translate their concern into sustainable purchasing decisions, such as choosing electric vehicles. Hence this study proposing to empirically test the moderating role of \u0026ldquo;PESI\u0026rdquo; focusing on the significance of individuals' internalized beliefs and values in shaping the extent to which environmental concern influences green buying behavior, particularly among those who perceive environmentalism as a core aspect of their identity. Understanding how \u0026ldquo;PESI\u0026rdquo; moderates the impact of EC on GPB provides valuable insights into the psychological mechanisms underlying sustainable consumer decision-making, emphasizing the importance of aligning personal values with purchasing choices, such as opting for eco-friendly transportation options like electric vehicles (Oyserman, \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2009\u003c/span\u003e; Reed et al., \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2012\u003c/span\u003e)). Incorporating pro environmental self-identity as a moderator in examining the relationship between environmental concern and green buying behavior enriches our understanding of the complexities involved in motivating consumers to engage in environmentally sustainable behaviours, offering practical implications for promoting eco-friendly products and services, including electric vehicles, among individuals with a strong pro-environmental identity.\u003c/p\u003e\u003cp\u003eThere is gap in the past studies to establish connection between EC and green buying behaviour due to existence of additional constructs (Newton et al., 2015). Therefore, researchers are encouraged to focus more on mediating and moderating effects of constructs influencing pro-environmental behaviour (Gifford \u0026amp; Nilson, 2014). This paper contributes to improve the understanding of following research questions\u003c/p\u003e\u003cp\u003e\u003cul\u003e\u003cli\u003e\u003cp\u003eRQ1: How people concern about environment are more engaged with sustainable consumption or green purchase behaviour\u003c/p\u003e\u003c/li\u003e\u003cli\u003e\u003cp\u003eRQ2: To what extent Intrinsic values like PCE and PESI are mediating the environmental concern and green purchase behaviour\u003c/p\u003e\u003c/li\u003e\u003cli\u003e\u003cp\u003eRQ3: Whether, intrinsic values PCE and PESI are sequentially mediating towards more inclination towards green purchase behaviour\u003c/p\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/p\u003e\u003cp\u003eThe novelty of this paper is to unveil an innovative sequential mediation pathway between environmental concern and green purchasing behaviour through perceived consumer effectiveness and perceived environmental sustainability importance.\u003c/p\u003e"},{"header":"1. LITERATURE REVIEW","content":"\u003cp\u003e\u0026ldquo;Theory of Planned behaviour\u0026rdquo; (TPB) provides the foundation for the relation between environmental concern, perceived consumer effectiveness, pro environmental self-identity with green purchase behaviour. TPB is the framework that considers the variables which explains the behaviour (Ajzen, 1991). This theory is extensively applied in many researches to related to environmental aspects of behaviour. Researchers (Sultana \u0026amp; Islam, 2022) used TPB theory for the relation between environmental concern, green trust and green intention. Literature regarding environmental concern with PCE and PESI may enhance the consumer\u0026rsquo;s green purchase behaviour. Hence, we draw upon TPB to study the relationship between environmental concern and green purchase intention.\u003c/p\u003e\u003cp\u003e\u003cb\u003e2.1\u003c/b\u003e \u003cb\u003eEC AND GPB\u003c/b\u003e: Awareness of environment leads to responsible behavior (Lau \u0026amp; Li, 2021). Researchers discussed that the environmental knowledge of the consumers can influence their green purchase behavior (Sultana \u0026amp; Islam, 2022)\u003c/p\u003e\u003cp\u003eGreen purchasing behaviour is about purchasing the \u0026ldquo;environment friendly products\u0026rdquo; which can also be referred as \u0026ldquo;green products or sustainable products\u0026rdquo; (Soomro et al., 2020). Green purchase behavior protects the environment from the unsustainable pattern of consumption (Ogiemwonyi et al., 2023).\u003c/p\u003e\u003cp\u003eThe increase of environmental concern results green behavior which helps in protecting the environment and extending a fertile ground for business (Asl et al., 2023). Environmental concern helps to shape the mindset of the consumer towards responsible purchase (Ogiemwonyi et al, 2023). Environmental concerned people purchase more environment friendly products than others (Kim \u0026amp; Choi, \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2005\u003c/span\u003e). Consumers with high environmental concern are more conscious about their consumption behavior (Kim, 2011). Based on this review, the hypothesis is proposed as\u003c/p\u003e\u003cp\u003e\u003cem\u003eH1: environmental concern is positively associated with green purchasing behavior\u003c/em\u003e\u003c/p\u003e\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e\u003ch2\u003e\u003cb\u003e2.2\u003c/b\u003e \u003cb\u003eEC and PCE\u003c/b\u003e:\u003c/h2\u003e\u003cp\u003ePCE is a belief that the effort of individuals can solve the problem (Ellen \u0026amp; Walgren, 1991). PCE is the believe that every Individual\u0026rsquo;s action is significant in protecting the environment (Akehurst et al., \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). Consumers who are concerned for the environment, belief that their responsible activities can save the environment (Stojanova, 2021). PCE with EC results positive environmental consequences for those who believe on the impact of environmentally sensitive behaviour environmental product engagement (Kim \u0026amp; Choi, \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2005\u003c/span\u003e; Lee \u0026amp; Holden, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e1999\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eWith these literature support, the following hypothesis is proposed.\u003c/p\u003e\u003cp\u003e\u003cem\u003eH2: Environmental Concern has a positive relation with Perceived consumer effectiveness\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec4\" class=\"Section2\"\u003e\u003ch2\u003e2.3 \u003cem\u003eEC and PESI\u003c/em\u003e:\u003c/h2\u003e\u003cp\u003eEnvironmental concern was first included in the environmental research (Antil, 1984) to explain the environmental responsible activities (Hosta and Zabkar, 2019). Limited papers have focused the relationship of Environmental Concern with various types of identity (Schultz, \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2001\u003c/span\u003e; Clayton, \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2012\u003c/span\u003e; Leung et al., \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2015\u003c/span\u003e and Brick \u0026amp; Lai, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). The environmental identity and PESI is directly related with environmental implications. Moreover, literature have also focused on pro-environmental properties (Whitemarsh \u0026amp; O\u0026rsquo;Neil, 2010; Clayton,2003). PESI is a component of individual\u0026rsquo;s self-identity which reflects self-responsibility towards environment (Kuswati et al, 2021). PESI is described as the self-obligations of the individuals towards protecting the environment (Werff and Keizer, 2013). PESI is mentioned as the environmentally friendly self-concept (Dermody, et al, 2018). People with strong PESI possess higher environmental concern (Brick et al., 2017; O\u0026rsquo;Brien et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2018\u003c/span\u003e) which leads to strong environmental behavior (Fielding et al., \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2008\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eExcept few studies (Dermody, et al, \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2015\u003c/span\u003e) there is dearth of literature regarding the impact of EC and PESI. Hence, we propose the following hypothesis\u003c/p\u003e\u003cp\u003e\u003cem\u003eH3: Environmental Concern has a positive relation with and pro environmental self-identity\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec5\" class=\"Section2\"\u003e\u003ch2\u003e2.4 \u003cem\u003ePCE and GPB\u003c/em\u003e\u003c/h2\u003e\u003cp\u003ePCE varies from person to person, based on their knowledge and life experiences (Waskito \u0026amp; Wahyono, \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). Hence, PCE can be taken as a phenomenon of change. High PCE encourage the consumer to contribute towards green purchase behavior (Robert, 1996). PCE can affect the socially responsible consumption (Antil, 1984). Literature reports the influence of perceived consumer effectiveness on the green purchase behaviour (Kautish et al, 2019). Hence, it can be proposed that\u003c/p\u003e\u003cp\u003eH4: \u003cem\u003ePerceived Consumer Effectiveness is positively related to the Green Purchase Behaviour\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec6\" class=\"Section2\"\u003e\u003ch2\u003e2.5 \u003cem\u003ePESI and GPB\u003c/em\u003e\u003c/h2\u003e\u003cp\u003eResearchers has mentioned PESI as a predictor of environmental behaviour (Gatersleben et al., 2014). PESI also encourages the consumers towards environmentally friendly behaviour (Werff and Keizer, 2013). Literature also suggests the importance of PESI in forming the sustainable consumption behavior (Kuswati et al, 2021). Considering the above literature, it is proposed:\u003c/p\u003e\u003cp\u003eH5: \u003cem\u003ePESI is positively related to the Green Purchase Behaviour\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec7\" class=\"Section2\"\u003e\u003ch2\u003e2.6 \u003cem\u003ePerceived Consumer Effectiveness, Environmental concern and green purchase behaviour\u003c/em\u003e\u003c/h2\u003e\u003cp\u003eThere is a dearth of studies regarding the mediating effect of perceived consumer effect in the relation between environmental concern and green purchase behaviour. But it is discussed that environment concerned consumers having strong belief on their behavior, are more likely to engage in environmental conscious behaviour (Stojanova, 2021). With these literature evidence, the hypothesis may be proposed as\u003c/p\u003e\u003cp\u003eH6: \u003cem\u003ePCE mediates the relation between EC and green purchase behaviour\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec8\" class=\"Section2\"\u003e\u003ch2\u003e2.7 \u003cem\u003eEC, PESI and GPB\u003c/em\u003e\u003c/h2\u003e\u003cp\u003eResearchers have discussed the mediating role of PESI in the relation between EC taken as one of the antecedents of PESI and sustainable purchasing behaviour (Dermody et al., 2018). The relation between PESI and consumption choice was discussed by researchers (Sparks \u0026amp; Shepherd, 1992). In light of these arguments, hypothesis can be developed as\u003c/p\u003e\u003cp\u003eH7: \u003cem\u003ePESI mediates the relation between EC and GPB\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec9\" class=\"Section2\"\u003e\u003ch2\u003e2.8 \u003cem\u003eSequential mediation of PCE and PESI\u003c/em\u003e\u003c/h2\u003e\u003cp\u003eTraces found in the literature regarding the \u0026ldquo;perceived consumer effectiveness along with consumer knowledge as a significant factor of PESI and the mediating effect of PESI on sustainable buying\u0026rdquo; (Dermody et al., 2018). Though few researchers have focused on the relation between EC and GPB (Ogiemwonyi et al, 2023). Still the underlying mechanism is not clear. Therefore, the following hypothesis is proposed:\u003c/p\u003e\u003cp\u003eH8: \u003cem\u003eperceived consumer effectiveness and pro environmental self-identity sequentially mediate the relation between environmental concern green purchasing behavior\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e"},{"header":"2. RESEARCH METHODOLOGY","content":"\u003cdiv id=\"Sec11\" class=\"Section2\"\u003e\u003ch2\u003e3.1 Research design and sample\u003c/h2\u003e\u003cp\u003e\u003cdiv class=\"BlockQuote\"\u003e\u003cp\u003eAn online survey that was independently administered and structured was used in the study. An online survey that was independently administered and structured was used in the study. To filter the replies, we asked them if they had used E-vehicles. Purposive sampling, which is non-probabilistic, was used to get the data. With this screening process, the researcher was able to identify individuals who are particularly knowledgeable about and have firsthand experience about e-vehicles. There were several internet platforms used to conduct the study. In all, 450 respondents were involved in this study. Following the screening procedure, 230 responses in all were deemed suitable for analysis.\u003c/p\u003e\u003c/div\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec12\" class=\"Section2\"\u003e\u003ch2\u003e3.2 Survey design\u003c/h2\u003e\u003cp\u003e\u003cdiv class=\"BlockQuote\"\u003e\u003cp\u003eThe final survey had 21 questions in total. There were 4 demographic questions and 17 questions related to variables Environment concern. The independent variables were Pro environmental self-identity; Green Purchase Behaviour; Perceived Consumer Effectiveness and the dependent variable was Environment Concern. While the mediating variables were Perceived Consumer Effectiveness and Pro Environmental Self-Identity and the outcome variable was Green Purchase behaviour. A 5-point Likert scale was used to measure the items, where 1 denoted \u0026lsquo;Strongly Disagree\u0026rsquo; and 5 represented \u0026lsquo;Strongly Agree\u0026rsquo;.\u003c/p\u003e\u003c/div\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec13\" class=\"Section2\"\u003e\u003ch2\u003e3.3 Study Measure\u003c/h2\u003e\u003cp\u003e\u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e\u003ccaption language=\"En\"\u003e\u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e\u003cdiv class=\"CaptionContent\"\u003e\u003cp\u003e\u003cem\u003eEstimation of the review\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/caption\u003e\u003ccolgroup cols=\"4\"\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e\u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e\u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e\u003cthead\u003e\u003ctr\u003e\u003cth align=\"left\" colname=\"c1\"\u003e\u003cp\u003eSl. No.\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c2\"\u003e\u003cp\u003eConstruct Name\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c3\"\u003e\u003cp\u003eNumber of Items\u003c/p\u003e\u003c/th\u003e\u003cth align=\"left\" colname=\"c4\"\u003e\u003cp\u003eAdopted from Studies\u003c/p\u003e\u003c/th\u003e\u003c/tr\u003e\u003c/thead\u003e\u003ctbody\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e1\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eEnvironment concern\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003ePaul et al. (2015); Saari et al (\u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2021\u003c/span\u003e)\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e2\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePro environmental self-identity\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eKrawczyk et. Al. (2021).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003eGreen Purchase behaviour\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e6\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eOgiemwonyi (\u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003ctr\u003e\u003ctd align=\"left\" colname=\"c1\"\u003e\u003cp\u003e4\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c2\"\u003e\u003cp\u003ePerceived Consumer effectiveness\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e\u003cp\u003e3\u003c/p\u003e\u003c/td\u003e\u003ctd align=\"left\" colname=\"c4\"\u003e\u003cp\u003eStojanova et.,al (2023).\u003c/p\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tbody\u003e\u003c/colgroup\u003e\u003ctfoot\u003e\u003ctr\u003e\u003ctd colspan=\"4\"\u003e\u003cem\u003eSource: Author\u0026rsquo;s own\u003c/em\u003e\u003c/td\u003e\u003c/tr\u003e\u003c/tfoot\u003e\u003c/table\u003e\u003c/div\u003e\u003c/p\u003e\u003c/div\u003e"},{"header":"4 EMPIRICAL ANALYSIS AND RESULTS","content":"\u003cp\u003e\u003cspan\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.1 Measurement Model assessment\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u0026nbsp;\u003c/em\u003eTable 2- \u003cem\u003eMeasurement Model: Reliability, Convergent Validity and Average Variance Extracted.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cimg src=\"https://myfiles.space/user_files/58895_8739fc6c57c1c19a/58895_custom_files/img1758897642.png\" width=\"744\" height=\"273\"\u003e\u003c/em\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003ePartial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the suggested model. According to Henseler et al. (2012), PLS-SEM seeks to maximize the explained variance of the endogenous constructs and is renowned for producing trustworthy results even for complicated models and data that is not normally distributed (Chin and Newsted, \u003cspan class=\"CitationRef\"\u003e1999\u003c/span\u003e). The study describes the validity and reliability metrics for constructs in a structural equation model (SEM). All of the constructs have high levels of reliability, with PESI having the highest reliability score of 0.898. The construct reliability scores show the internal consistency among the indicators of each construct. According to Nunnally (\u003cspan class=\"CitationRef\"\u003e1978\u003c/span\u003e), the reliability of the constructs is measured by Cronbach\u0026apos;s alpha coefficients, which are generally greater than 0.7, with the exception of PCE, which is marginally below. All of the constructs do, however, show respectable degrees of reliability. Higher values indicate better convergent-validity. The Average Variance Extracted (AVE) values evaluate convergent-validity (Hair et al., \u003cspan class=\"CitationRef\"\u003e2014\u003c/span\u003e). With comparatively higher AVE values (0.693 and 0.688, respectively), EC and PESI show strong convergent-validity by implying that the constructs account for a significant portion of the variance in their indicators. In contrast, the AVE values for GPB and PCE are significantly lower (0.518 and 0.605, respectively), indicating a moderate degree of convergent-validity. In the context of Smart PLS 4, these metrics collectively show that the measurement model is robust, with constructs demonstrating acceptable convergent-validity and strong internal consistency. This suggests that the EC-related relationships in the structural model are statistically significant and significantly affect the model as a whole.\u003c/p\u003e\n\u003cp\u003eBy comparing the square roots of the average variance extracted (AVE) for each construct with the correlations between that construct and other constructs in the model, the Fornell-Larcker (1981) criterion evaluates discriminant validity. The findings shows that the variance shared by each construct with its indicators is greater than that of other constructs, thereby verifying the discriminant validity of the constructs in the model as shown in Table \u003cspan class=\"InternalRef\"\u003e3\u003c/span\u003e.\u003c/p\u003e\n\u003cp\u003eTable 3- \u003cem\u003eDiscriminant validity (Fornell Larker Criteria)\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cimg src=\"https://myfiles.space/user_files/58895_8739fc6c57c1c19a/58895_custom_files/img1758897683.png\" width=\"627\" height=\"209\"\u003e\u003c/em\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003eTable 4- \u003cem\u003eHTMT Analysis\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cimg src=\"https://myfiles.space/user_files/58895_8739fc6c57c1c19a/58895_custom_files/img1758897717.png\" width=\"666\" height=\"210\"\u003e\u003c/em\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003eThe model\u0026apos;s constructs\u0026apos; discriminant validity is revealed by the HTMT (Heterotrait-Monotrait) analysis (Table \u003cspan class=\"InternalRef\"\u003e4\u003c/span\u003e). All pairs of constructs show values below the 0.85 threshold (Henseler et al., \u003cspan class=\"CitationRef\"\u003e2015\u003c/span\u003e), according to the results, indicating adequate discriminant validity. These values support the discriminant validity of the model by showing that each construct measures a\u003c/p\u003e\n\u003cdiv id=\"Sec15\" class=\"Section2\"\u003e\n \u003ch2\u003e4.2 Structural Model assessment\u003c/h2\u003e\n \u003cp\u003ePurwanto et al. (\u003cspan class=\"CitationRef\"\u003e2020\u003c/span\u003e) conducted a convergent-validity test on the outer model to ascertain the validity of the indicators containing latent variables, requiring a validity value greater than 0.70 in case of all the variables except for GPB for two questions. All of the research indicators are deemed genuine because, as Fig. \u003cspan class=\"InternalRef\"\u003e2\u003c/span\u003e demonstrates, their validity values are more than 0.7. In addition to convergent-validity, the outer model test also includes a validity reliability test, which measures the indicators\u0026apos; dependability in measuring the variables. According to Purwanto et al. (2021), variables are considered valid if they have an AVE value above 0.5 and a Cronbach Alpha value above 0.7. The R-square number in this study is based on the inner model test, which provides an explanation of the R-square. Based on the R-Square results, it can be inferred that EC influences 81.9% of PCE, GPB by 84.3%, PESI by 89.9%, with other factors unrelated to the study\u0026apos;s focus influencing the remaining.\u003c/p\u003e\n\u003c/div\u003e\n\u003cdiv id=\"Sec16\" class=\"Section2\"\u003e\n \u003ch2\u003e4.3 Mediation analysis\u003c/h2\u003e\n \u003cp\u003eTable 5- \u003cem\u003eMediation analysis\u003c/em\u003e\u003c/p\u003e\n \u003cp\u003e\u003cimg src=\"https://myfiles.space/user_files/58895_8739fc6c57c1c19a/58895_custom_files/img1758897754.png\" width=\"775\" height=\"200\"\u003e\u003c/p\u003e\n \u003cp\u003eThe results of an indirect effects analysis using PCE (Perceived Corporate Environmentalism) and PESI (Perceived Environmental Sustainability Initiatives) as mediating variables are shown in the Table \u003cspan class=\"InternalRef\"\u003e5\u003c/span\u003e. The relationship between EC and PESI is partially mediated by PCE, as evidenced by the significant indirect effect of EC on PESI through PCE (T\u0026thinsp;=\u0026thinsp;6.583, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001). This implies that PCE is a partial mediate the impact of EC on PESI. Likewise, there is a significant indirect effect of EC on GPB through PESI (T\u0026thinsp;=\u0026thinsp;2.862, p\u0026thinsp;=\u0026thinsp;0.004), suggesting that PESI partially mediates the relationship between EC and GPB. This suggests that PESI has a part in moderating how EC affects GPB. By using both PCE and PESI, EC has a significant indirect effect on GPB (T\u0026thinsp;=\u0026thinsp;4.146, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001). Based on the combined mediation of PCE and PESI, this implies a sequential mediation effect in which EC affects GPB. The Table \u003cspan class=\"InternalRef\"\u003e5\u003c/span\u003e suggests that all five indirect effects are statistically significant (p-value\u0026thinsp;\u0026lt;\u0026thinsp;0.05). This means that there is evidence to support the notion that EC can indirectly influence GPB through the specified paths.\u003c/p\u003e\n\u003c/div\u003e"},{"header":"5. DISCUSSION AND CONCLUSION","content":"\u003cp\u003eThe study investigated the correlation between Environmental Concern (EC) and Green purchase Behaviour (GPB) by introducing dual mediators like PCE and PESI. The results revealed the proposed direct relationship between EC and green purchase behaviour towards electric vehicle. The indirect relationship through mediators like PCE and PESI are also established through this study. In addition, we found that EC significantly influencing PCE, PCE significantly influencing GPB, EC significantly influencing PESI and PESI significantly influencing the GPB. The study also revealed a novel sequential mediation relationship between EC and GPB through PCE and PESI. These findings are aligning with previous studies as was examined. Previous studies have confirmed that higher level of environmental concern lead to better green purchase behaviour in different segments and different country prospective (Cerri et al., \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Trivedi et al.,2018; Heo \u0026amp; Muralidharan, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Kautish \u0026amp; Sharma, \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; H. Wang et al., \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). In case of consumer durables like energy efficient appliances higher level of environmental concern leads to pay a premium price by the customers (Li et al., \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) which is in alignment with our findings in case of electric vehicle. The empirical study of green purchase behaviour towards electric vehicle has produced substantial results and validated all hypotheses presented, demonstrating strong theoretical and practical implications.\u003c/p\u003e\u003cdiv id=\"Sec18\" class=\"Section2\"\u003e\u003ch2\u003e5.1 \u003cem\u003eTheoretical Contributions\u003c/em\u003e\u003c/h2\u003e\u003cp\u003eThe verification of H1 indicates that environmental concern (EC) directly and positively impact the green purchase behaviour (GPB). This is in consistent with EC has a significant influence on PCE which is aligning to the findings of previous researchers (Mishal et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). This research expands the Theory of Planned Behaviour (TPB) by particularly examining the green purchase behaviour, therefore enriching the existing body of knowledge of green purchase behaviour. The significance between PCE and GPB has also been established by many authors (Wang et al., \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Joshi \u0026amp; Rahman, \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2015\u003c/span\u003e; Taufique \u0026amp; Vaithianathan, \u003cspan citationid=\"CR54\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Our study hypotheses H2 and H4 significantly supported the relationship between Environmental concern \u0026amp; perceived consumer effectiveness and green purchase behaviour in case of electric vehicle which is justifying the literature that people feel that they can save the environment by performing specific action and environmental concern (Roberts, \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e1996\u003c/span\u003e). PCE is a strong antecedent to sustainable consumption behaviour or green purchase behaviour (P. S. Ellen et al., \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e1991\u003c/span\u003e).\u003c/p\u003e\u003cp\u003ePro environmental self-identity (PESI) has been utilised in few studies (Dermody et al., \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2015\u003c/span\u003e; Whitemarsh \u0026amp; O\u0026rsquo;Neil, 2010) and act as a behavioural influencer in emerging market. Therefore, this study considered PESI as an antecedent to GPB and established the relationship between environmental concern and green purchase behaviour. Thus, our finding confirms the previous research findings, who highlighted self-identity as an antecedent to purchase intention (Van der werff et al., \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2013\u003c/span\u003e; Barbarossa \u0026amp; Pelsmacker, 2016). In examining the result of hypotheses H3 and H5, PESI supports the positive association with GPB and EC supports the positive association with PESI. This finding is aligning with the previous research that people with stronger environmental concern likely to have stronger PESI (Brick et al., 2017) and a stronger PESI leads to strong green purchase behaviour (Fielding et al., \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2008\u003c/span\u003e).\u003c/p\u003e\u003cp\u003eAdditionally, the validation of hypotheses H6, H7 and H8 which propose perceived consumer effectiveness (PCE) and Pro-environmental self-identity (PESI) confirmed as mediator between EC and GPB in case of electric vehicle. PCE is mediator between EC and GPB and PESI is a mediator between EC and GPB along with both PCE and PESI sequentially mediate the relationship between EC and GPB and the relationship becomes stronger due to these variables. The finding is in alignment with previous research claimed by Dermody et al. (2018) regarding the significance of PESI as mediator between EC and GPB. The novelty of this study findings significantly revealed that PCE and PESI sequentially mediate the relationship between EC and GPB.\u003c/p\u003e\u003c/div\u003e\u003cdiv id=\"Sec19\" class=\"Section2\"\u003e\u003ch2\u003e5.2 \u003cem\u003ePractical Implications\u003c/em\u003e\u003c/h2\u003e\u003cp\u003eThe study highlights numerous practical implications for public policy makers, government and companies developing strategies for green purchase behaviour towards electric vehicles. The results can be helpful in formulating marketing strategies, campaigns and regulations to enhance green and sustainable purchase behaviour. The major finding of this study defines the value and identity-based attributes of consumers leading to enhanced sustainable and environment friendly purchase behaviour. All the stakeholders engaged in pro environmental activities may include PCE and PESI along with environmental concern to promote green purchase behaviour. Environment friendly product marketers must present solutions understanding the consumer behaviour in defining their self-identity through mass media campaigns by considering some opinion leaders through personalised approach. Marketers may provide information related to raising environmental concern and elevating their pro-environmental self-identity which in turn will facilitate in the decision-making process of green purchase behaviour. Marketers and public policy makers can make people realise that their environment friendly actions can bring difference to make a sustainable future. The marketing communication strategies must take the advantages of the study findings to motivate and inspire individuals for sustainable choices for environment friendly lifestyles and values (Kang et al., \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2013\u003c/span\u003e).\u003c/p\u003e\u003c/div\u003e"},{"header":"6. LIMITATIONS AND DIRECTIONS FOR FURTHER RESEARCH","content":"\u003cp\u003eIt is important to acknowledge the limitations of the study despite the study contributing to the theoretical understanding of green purchase behaviour with respect to environmental concern. This study basically focused on a specific segment of electric vehicle purchase behaviour and therefore the findings may not be generalised for other environmentally friendly purchases. Therefore, researchers may include green purchase behaviour towards few other environment friendly products like FMCG, sustainable fashion brands, tourism, hotel industry etc. Since we used convenience no probabilistic sampling method and a cross sectional study, generalisation of the findings is a limitation. Moreover, the study has covered a single country and similar studies may be considered in other countries for universal validity of the findings. In addition to the findings of this study if Universal sustainable development goals (SDG by UN 2021) can be validated for a sustainable and responsible production and consumption (Sachs, \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2012\u003c/span\u003e), then the utility of the study can be better in achieving those. Further studies can explore the longitudinal study with other sampling methods. Identity salience (Pinto et al., 2014) for sustainable consumption and mental accounting (Thaler, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e1985\u003c/span\u003e) of sustainable purchase behaviour can be studied further to understand motivation of green purchase behaviour. This could result in better understanding of consumer behaviour towards sustainable consumption. Further studies may include the constructs as a moderator to check the influence on green purchase behaviour.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003ch2\u003eEthical Statement:\u003c/h2\u003e\u003cp\u003e All methods were carried out in accordance with relevant guidelines and regulations. We confirm that all experimental protocols were approved by Research \u0026amp; Ethics Committee, BIITM, Bhubaneswar with reference number BIITM/MBA/09/2025. We confirm that informed consent was obtained from all subjects and/or their legal guardian(s).\u003c/p\u003e\u003c/p\u003e\u003ch2\u003eFunding:\u003c/h2\u003e\u003cp\u003eNo Funding\u003c/p\u003e\u003ch2\u003eAuthor Contribution\u003c/h2\u003e\u003cp\u003eDr Dhananjay Beura - Conceptualisation, Discussion, ConclusionDr Lopamudra Mishra - Literature Review, Data collectionShahni Singh - Introduction, Research questions, Data collectionDr Sujit Prusty \u0026amp; Dr Prasant Kumar Rout - Data analysis, Interpretaion, Implications, Data collection\u003c/p\u003e\u003ch2\u003eData Availability\u003c/h2\u003e\u003cp\u003eThe datasets used and/or analysed during the current study available from the corresponding author on reasonable request.\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAccenture. (2014). The Consumer Study: From Marketing to Mattering from https://www.unglobalcompact.org/docs/news_events/8.1/UNGC_Accenture__Havas_Consumer_Study_2014.pdf Retrieved 9th Feb 2024.\u003c/li\u003e\n\u003cli\u003eAdnan, N., Md Nordin, S., Hadi Amini, M., \u0026amp; Langove, N. (2018). What make consumer sign up to PHEVs? Predicting Malaysian consumer behavior in adoption of PHEVs. \u003cem\u003eTransportation Research Part a: Policy and Practice,\u003c/em\u003e \u003cem\u003e113\u003c/em\u003e, 259\u0026ndash;278. https://doi.org/10.1016/j.tra.2018.04.007\u003c/li\u003e\n\u003cli\u003eAkehurst, G., Afonso, C., \u0026amp; Gon\u0026ccedil;alves, H. M. (2012). Re‐examining green purchase behaviour and the green consumer profile: new evidences. \u003cem\u003eManagement decision\u003c/em\u003e, \u003cem\u003e50\u003c/em\u003e(5), 972-988.\u003c/li\u003e\n\u003cli\u003eBarbarossa, C., De Pelsmacker, P., \u0026amp; Moons, I. (2017). Personal values, green self-identity and electric car adoption. \u003cem\u003eEcological Economics,\u003c/em\u003e \u003cem\u003e140\u003c/em\u003e, 190\u0026ndash;200. https://doi.org/10.1016/j.ecolecon.2017.05.015\u003c/li\u003e\n\u003cli\u003eBrick, C., \u0026amp; Lai, C. K. (2018). Explicit (but not implicit) environmentalist identity predicts pro-environmental behavior and policy preferences. Journal of Environmental Psychology, 58, 8\u0026ndash;17. https://doi.org/10.1016/j.jenvp.2018.07.003.\u003c/li\u003e\n\u003cli\u003eCerri, J., Testa, F., \u0026amp; Rizzi, F. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers\u0026rsquo; attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175(6), 343\u0026ndash;353. https://doi.org/10.1016/j.jclepro.2017.12.054\u003c/li\u003e\n\u003cli\u003eChin, W. W., \u0026amp; Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. \u003cem\u003eStatistical strategies for small sample research\u003c/em\u003e, \u003cem\u003e1\u003c/em\u003e(1), 307-341.\u003c/li\u003e\n\u003cli\u003eClayton, S. (2003). Environmental identity: A conceptual and an operational definition. In S. Clayton, \u0026amp; S. Opotow (Eds.), Identity and the natural environment: The psychological significance of nature (pp. 45\u0026ndash;65). The MIT Press.\u003c/li\u003e\n\u003cli\u003eClayton, S. (2012). Environment and identity. In S. Clayton (Ed.), The Oxford handbook of environmental and conservation psychology (pp. 1\u0026ndash;21). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199733026.013.0001.\u003c/li\u003e\n\u003cli\u003eCosta Pinto, D., Herter, M. M., Rossi, P., \u0026amp; Borges, A. (2014). Going green for self or for others? Gender and identity salience effects on sustainable consumption. \u003cem\u003eInternational Journal of Consumer Studies\u003c/em\u003e, \u003cem\u003e38\u003c/em\u003e(5), 540-549.\u003c/li\u003e\n\u003cli\u003eCui, L., Wang, Y., Chen, W., Wen, W., \u0026amp; Han, M. S. (2021). Predicting determinants of consumers\u0026rsquo; purchase motivation for electric vehicles: An application of Maslow\u0026rsquo;s hierarchy of needs model. \u003cem\u003eEnergy Policy,\u003c/em\u003e \u003cem\u003e151\u003c/em\u003e, 112167.\u003c/li\u003e\n\u003cli\u003eDegirmenci, K., \u0026amp; Breitner, M. H. (2017). Consumer purchase intentions for electric vehicles: Is green more important than price and range? Transportation Research Part D: Transport and Environment, 51, 250\u0026ndash;260. https://doi.org/10.1016/j.\u003c/li\u003e\n\u003cli\u003eDermody, J., Hanmer-Lloyd, S., Koenig-Lewis, N., \u0026amp; Zhao, A. L. (2015). Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity. Journal of Marketing Management, 31(13-14), 1472-1502.\u003c/li\u003e\n\u003cli\u003eEgbue, S. Long, Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions. Energy Policy 2012, 48, 717\u0026ndash;729. [Google Scholar] [CrossRef]\u003c/li\u003e\n\u003cli\u003eElHaffar, G., Durif, F., \u0026amp; Dub\u0026eacute;, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 275, 122556. https://doi.org/10.1016/j.jclepro.2020.122556\u003c/li\u003e\n\u003cli\u003eEllen, P. S., Wiener, J. L., \u0026amp; Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy \u0026amp; Marketing, 10(2), 102\u0026ndash;117. https://doi.org/10.1177/074391569101000206\u003c/li\u003e\n\u003cli\u003eExamining the attitude-behavior gap in residential energy use: Empirical evidence from a large-scale survey in Beijing, China. Journal of Cleaner Production, 295, 126510. https://doi.org/10.1016/j.jclepro.2021.126510\u003c/li\u003e\n\u003cli\u003eFarjam, M., Nikolaychuk, O., \u0026amp; Bravo, G. (2019). Experimental evidence of an environmental attitude-behavior gap in high-cost situations. Ecological Economics, 166, 106434. \u003c/li\u003e\n\u003cli\u003eFielding, K. S., McDonald, R., \u0026amp; Louis, W. R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318\u0026ndash;326. https://doi.org/10.1016/j.jenvp.2008.03.003.\u003c/li\u003e\n\u003cli\u003eGlobisch, J., Plotz, \u0026uml; P., D\u0026uuml;tschke, E., \u0026amp; Wietschel, M. (2019). Consumer preferences for public charging infrastructure for electric vehicles. Transport Policy, 81, 54\u0026ndash;63. https://doi.org/10.1016/j.tranpol.2019.05.017\u003c/li\u003e\n\u003cli\u003eHaider, S. W., Zhuang, G., \u0026amp; Ali, S. (2019). Identifying and bridging the attitude-behavior gap in sustainable transportation adoption. Journal of Ambient Intelligence and Humanized Computing, 10(9), 3723\u0026ndash;3738. \u003c/li\u003e\n\u003cli\u003eHair, J. F., Jr, Babin, B. J., Anderson, R. E., \u0026amp; Black, W. C. (2014\u003cem\u003e). Multivariate Data Analysis \u003c/em\u003e(7th ed.). Harlow, Essex: Pearson.\u003c/li\u003e\n\u003cli\u003eHanss, D., B\u0026ouml;hm, G., Doran, R., \u0026amp; Homburg, A. (2016). Sustainable consumption of groceries: The importance of believing that one can contribute to sustainable development. \u003cem\u003eSustainable Development\u003c/em\u003e, \u003cem\u003e24\u003c/em\u003e(6), 357-370.\u003c/li\u003e\n\u003cli\u003eHenseler, J., \u0026amp; Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. \u003cem\u003eStructural equation modeling\u003c/em\u003e, \u003cem\u003e17\u003c/em\u003e(1), 82-109.\u003c/li\u003e\n\u003cli\u003eHenseler, J., Ringle, C. M., \u0026amp; Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. \u003cem\u003eJournal of the academy of marketing science\u003c/em\u003e, \u003cem\u003e43\u003c/em\u003e, 115-135.\u003c/li\u003e\n\u003cli\u003eHeo, J., \u0026amp; Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products?: The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421\u0026ndash;437. https://doi. org/10.1080/13527266.2017.1303623\u003c/li\u003e\n\u003cli\u003eJoshi, Y., \u0026amp; Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1\u0026ndash;2), 128\u0026ndash;143. https://doi.org/10.1016/j.ism.2015.04.001\u003c/li\u003e\n\u003cli\u003eKang, J., Liu, C., \u0026amp; Kim, S.-H. (2013). Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442\u0026ndash;452. https://doi.org/10.1111/ijcs.12013\u003c/li\u003e\n\u003cli\u003eKashima, Y., Paladino, A., \u0026amp; Margetts, E. A. (2014). Environmentalist identity and environmental striving. Journal of environmental psychology, 38, 64-75.\u003c/li\u003e\n\u003cli\u003eKautish, P., \u0026amp; Sharma, R. (2019). Value orientation, green attitude and green behavioral intentions: An empirical investigation among young consumers. Young Consumers, 20(4), 338\u0026ndash;358. https://doi.org/10.1108/yc-11\u0026ndash;2018-0881\u003c/li\u003e\n\u003cli\u003eKim, S. Y., Yeo, J., Sohn, S. H., Rha, J. Y., Choi, S., Choi, A. Y., \u0026amp; Shin, S. (2012). Toward a composite measure of green consumption: an exploratory study using a Korean sample. \u003cem\u003eJournal of family and economic issues\u003c/em\u003e, \u003cem\u003e33\u003c/em\u003e, 199-214.\u003c/li\u003e\n\u003cli\u003eKim, Y., \u0026amp; Choi, SM. (2005). Antecedents of green purchase behavior: an examination of collectivism, environmental concern, and perceived consumer effectiveness. Advances in Consumer Research, 32, 592-599.\u003c/li\u003e\n\u003cli\u003eKrawczyk, M.; Bielawska,Z., A., Flaszewska, S., From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention, Energies, 14, 2-17, https://doi.org/10.3390/en14185732\u003c/li\u003e\n\u003cli\u003eLee, JA., \u0026amp; Holden, SJS. (1999). Understanding the determinants of environmentally conscious behavior. Psychology \u0026amp; Marketing, 16(5), 373-392.\u003c/li\u003e\n\u003cli\u003eLeung, A. K. Y., Koh, K., \u0026amp; Tam, K. P. (2015). Being environmentally responsible: Cosmopolitan orientation predicts pro-environmental behaviors. Journal of Environmental Psychology, 43, 79\u0026ndash;94. https://doi.org/10.1016/j.jenvp.2015.05.011.\u003c/li\u003e\n\u003cli\u003eLi, G., Li, W., Jin, Z., \u0026amp; Wang, Z. (2019). Influence of environmental concern and knowledge on households\u0026rsquo; willingness to purchase energy-efficient appliances: A case study in Shanxi, China. Sustainability, 11(4), 1073. https://doi.org/10.3390/su11041073\u003c/li\u003e\n\u003cli\u003eMishal, A., Dubey, R., Gupta, O. K., \u0026amp; Luo, Z. (2017). Dynamics of environmental conscious-ness and green purchase behaviour: An empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682\u0026ndash;706. https://doi.org/10.1108/ijccsm-11-2016-0168\u003c/li\u003e\n\u003cli\u003eNaciti, V. (2019). Corporate governance and board of directors: The effect of a board composition on firm sustainability performance. Journal of Cleaner Production, 237, 117727. https://doi.org/10.1016/j.jclepro.2019.117727.\u003c/li\u003e\n\u003cli\u003eNguyen, H. V., Nguyen, C. H., \u0026amp; Hoang, T. T. B. (2019). Green consumption: Closing the intention‐behavior gap. Sustainable Development, 27(1), 118-129.\u003c/li\u003e\n\u003cli\u003eNunnally, J. C. (1978). An overview of psychological measurement. \u003cem\u003eClinical diagnosis of mental disorders: A handbook\u003c/em\u003e, 97-146.\u003c/li\u003e\n\u003cli\u003eO\u0026rsquo;Brien, L. V., Meis, J., Anderson, R. C., Rizio, S. M., Ambrose, M., Bruce, G., \u0026amp; Kashima, Y. (2018). Low carbon readiness index: A short measure to predict private low carbon behaviour. Journal of Environmental Psychology, 57, 34\u0026ndash;44. https://doi.org/10.1016/j.jenvp.2018.06.005.\u003c/li\u003e\n\u003cli\u003eOgiemwonyi, O., (2022), Factors influencing generation Y green behaviour on green products in Nigeria: An application of theory of planned behaviour, Environmental and Sustainability Indicators, 13, 3-14, https://doi.org/10.1016/j.indic.2021.100164\u003c/li\u003e\n\u003cli\u003eOyserman, D. (2009). Identity-based motivation and consumer behavior. Journal of Consumer Psychology, 19(3), 276-279.\u003c/li\u003e\n\u003cli\u003ePaul., J., Modi, A., Patel, J., (2016). Predicting green product consumption using theory of planned behavior and reasoned action, Journal of Retailing and Consumer Services, Journal of Retailing and Consumer Services, 29, 123-134, https://doi.org/10.1016/j.jretconser.2015.11.006\u003c/li\u003e\n\u003cli\u003ePurwanto, A., Asbari, M., Santoso, T. I., Paramarta, V., \u0026amp; Sunarsi, D. (2020). Social and management research quantitative analysis for medium sample: comparing of Lisrel, Tetrad, GSCA, Amos, SmartPLS, WarpPLS, and SPSS. \u003cem\u003eJurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran Dan Penelitian Administrasi Publik\u003c/em\u003e.\u003c/li\u003e\n\u003cli\u003eReed II, A., Forehand, M. R., Puntoni, S., \u0026amp; Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310-321.\u003c/li\u003e\n\u003cli\u003eRoberts, J. A. (1996). Green Consumers in the 1990s: Profile and Implications for Advertising. Journal of Business Research, 36(3), 217\u0026ndash;231. https://doi.org/10.1016/01482963(95)00150-6\u003c/li\u003e\n\u003cli\u003eSaari, U., A., Damberg, S., Frombling, L., Ringle, C., M., (2021), Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention, Ecological Economics, 189, https://doi.org/10.1016/j.ecolecon.2021.107155\u003c/li\u003e\n\u003cli\u003eSachs, J. D. (2012). From millennium development goals to sustainable development goals. \u003cem\u003eThe lancet\u003c/em\u003e, \u003cem\u003e379\u003c/em\u003e(9832), 2206-2211.\u003c/li\u003e\n\u003cli\u003eSch\u0026auml;ufele, I., \u0026amp; Janssen, M. (2021). How and why does the attitude-behavior gap differ between product categories of sustainable food? Analysis of organic food purchases based on household panel data. Frontiers in Psychology, 12, 595636. https://doi.org/10.3389/fpsyg.2021.595636\u003c/li\u003e\n\u003cli\u003eSchultz, P. W. (2001). The structure of environmental concern: Concern for self, other people, and the biosphere. Journal of Environmental Psychology, 21(4), 327\u0026ndash;339. https://doi.org/10.1006/jevp.2001.0227\u003c/li\u003e\n\u003cli\u003eSecinaro, S., Calandra, D., Lanzalonga, F., \u0026amp; Ferraris, A. (2022). Electric vehicles\u0026rsquo; consumer behaviours: Mapping the field and providing a research agenda. Journal of Business Research, 150, 399-416.\u003c/li\u003e\n\u003cli\u003eStojanova, S., Zečević, M., \u0026amp; Culiberg, B. (2023). From words to deeds: How do knowledge, effectiveness, and personal relevance link environmental concern and buying behavior?. \u003cem\u003eJournal of Nonprofit \u0026amp; Public Sector Marketing\u003c/em\u003e, \u003cem\u003e35\u003c/em\u003e(4), 329-353.\u003c/li\u003e\n\u003cli\u003eTaufique, K. M. R., \u0026amp; Vaithianathan, S. (2018). A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. Journal of Cleaner Production, 183(14), 46\u0026ndash;55. https://doi.org/10.1016/j.jclepro.2018.02.097\u003c/li\u003e\n\u003cli\u003eThaler, R. (1985). Mental accounting and consumer choice. \u003cem\u003eMarketing science\u003c/em\u003e, \u003cem\u003e4\u003c/em\u003e(3), 199-214.\u003c/li\u003e\n\u003cli\u003eThorbj\u0026oslash;rnsen, H., Pedersen, P. E., \u0026amp; Nysveen, H. (2007). \u0026ldquo;This is who I am\u0026rdquo;: Identity expressiveness and the theory of planned behavior. Psychology \u0026amp; Marketing, 24(9), 763-785.\u003c/li\u003e\n\u003cli\u003eTrivedi, R. H., Patel, J. D., \u0026amp; Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196(27), 11\u0026ndash;22. https://doi.org/10.1016/j.jclepro.2018.06.024\u003c/li\u003e\n\u003cli\u003eVan der Werff, E., Steg, L., \u0026amp; Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and environmental preferences, intentions and behaviour. Journal of Environmental Psychology, 34, 55-63.\u003c/li\u003e\n\u003cli\u003eWang, H., Ma, B., \u0026amp; Bai, R. (2019). How does green product knowledge effectively promote green purchase intention? Sustainability, 11(4), 1193. https://doi.org/10.3390/su11041193\u003c/li\u003e\n\u003cli\u003eWang, S., Fan, J., Zhao, D., Yang, S., \u0026amp; Fu, Y. (2016). Predicting consumers\u0026rsquo; intention to adopt hybrid electric vehicles: Using an extended version of the theory of planned behavior model. \u003cem\u003eTransportation,\u003c/em\u003e \u003cem\u003e43\u003c/em\u003e(1), 123\u0026ndash;143.\u003c/li\u003e\n\u003cli\u003eWaskito, J., \u0026amp; Wahyono, W. (2017, December). The mediating role of environmental concern and perceived consumer effectiveness on the relationship between consumer skepticism toward advertising and green purchasing behavior. Proceedings of ISETH 2017 (The 3rd International Conference on Science, Technology, and Humanity).\u003c/li\u003e\n\u003cli\u003eWhitmarsh, L., \u0026amp; O\u0026rsquo;Neill, S. (2010). Green identity, green living? The role of pro- environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30, 305\u0026ndash;314. https://doi.org/10.1016/j.jenvp.2010.01.003\u003c/li\u003e\n\u003cli\u003eZhang, Y., Bai, X., Mills, F. P., \u0026amp; Pezzey, J. C. (2021). Examining the attitude-behavior gap in residential energy use: empirical evidence from a large-scale survey in Beijing, China. \u003cem\u003eJournal of Cleaner Production\u003c/em\u003e, \u003cem\u003e295\u003c/em\u003e, 126510. \u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"scientific-reports","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"scirep","sideBox":"Learn more about [Scientific Reports](http://www.nature.com/srep/)","snPcode":"","submissionUrl":"","title":"Scientific Reports","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Scientific Reports","inReviewEnabled":true,"inReviewRevisionsEnabled":true},"keywords":"Environmental concern, Electric vehicle, Personal consumer effectiveness, Proe-environmental self-identity, sustainable consumption behavior","lastPublishedDoi":"10.21203/rs.3.rs-7453191/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7453191/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eAs pollution became a serious concern, people started inclining towards the adoption of environment friendly products like Electric Vehicle (EV) to mitigate the negative effect of fossil fuel. With the increasing popularity of e vehicles, researchers have also exhibited the concern towards environmental effects and its impact on individuals. However, the mechanism through which environmental concern translated to sustainable consumption behaviour has not been thoroughly researched. Therefore, this study aimed to examine the effect of environment concern on sustainable consumption behaviour with mediating variables like personal consumer effectiveness and Pro environmental self-identity (PESI). An empirical method was adopted using online questionnaire survey. The proposed model was examined through a confirmatory factor analysis and structural equation modelling; the dual mediation approach was also tested to examine sustainable consumption behaviour. The findings reveal that the resulting environmental concern does significantly influence sustainable consumption behaviour towards electric vehicle. In fact, the relationship between environmental concern and sustainable consumption is also mediated by personal consumer effectiveness and Pro environmental self-identity. The study adds to the body of information regarding direct effect of environmental concern on sustainable consumption behaviour of electric vehicle along with indirect effect of personal consumer effectiveness and pro- environmental self-identity.\u003c/p\u003e","manuscriptTitle":"From Concern to Action: Understanding the Pathway to Sustainable Electric Vehicle Adoption","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-09-26 14:47:18","doi":"10.21203/rs.3.rs-7453191/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2025-10-24T06:28:18+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-10-17T16:18:26+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-10-14T10:22:11+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"223601508115932382899961219327585542602","date":"2025-09-20T19:26:01+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"301335648102109537037679292393576970644","date":"2025-09-19T11:57:32+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"114355906848994694673114768514063519770","date":"2025-09-17T11:13:11+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2025-09-17T10:55:13+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2025-09-17T07:54:52+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2025-09-10T11:04:37+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2025-09-08T19:10:08+00:00","index":"","fulltext":""},{"type":"submitted","content":"Scientific Reports","date":"2025-09-08T11:04:08+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"scientific-reports","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"scirep","sideBox":"Learn more about [Scientific Reports](http://www.nature.com/srep/)","snPcode":"","submissionUrl":"","title":"Scientific Reports","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Scientific Reports","inReviewEnabled":true,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"3d10516f-e6cf-46c4-947f-d5cda0601924","owner":[],"postedDate":"September 26th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[{"id":55215123,"name":"Earth and environmental sciences/Environmental sciences"},{"id":55215124,"name":"Earth and environmental sciences/Environmental social sciences"},{"id":55215125,"name":"Social science/Environmental studies"}],"tags":[],"updatedAt":"2026-02-24T14:09:37+00:00","versionOfRecord":[],"versionCreatedAt":"2025-09-26 14:47:18","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-7453191","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7453191","identity":"rs-7453191","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}