The Impact of Green Marketing Mix Practices on Customer's Purchase Intention of Electric Vehicles in Palestine

Yahya A. Saleh · Thara’ Alawneh · Ramiz Assaf · Hani H. Attar · Mohammad A. Kanan

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Electric Vehicles and Infrastructure

Abstract

This research aims to investigate the impact of a green marketing mix, involving green promotion and green pricing support practices, on the consumer’s intention to purchase Electric Vehicles (EVs) in Palestine, with the mediation role of Green Perceived Value (GPV). A quantitative method was used in this research, where relevant data were collected from a random sample via a structured distributed questionnaire which was answered by 53 respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for the analysis. The model revealed that the green promotion and green price support practices, as well as GPV have a positive impact on customer intention to purchase EVs. Moreover, the results confirmed that GPV partially mediates the relation between green marketing mix practices and customer intention to purchase EVs. The results of this research present a guideline for marketing decision makers in automobile dealerships to improve customer EV purchase intention.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2011PLS-SEM: Indeed a Silver Bullet 2012Enhance green purchase intentions 2022Transforming consumers' intention to purchase green products: Role of social media 2022Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment 2022Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust 2022Incorporating the Sustainability Concept in the Major Business Excellence Models

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