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Determinants of eco-socially conscious consumer behavior toward alternative fuel vehicles

Muhammad Abid Saleem (Asia Pacific College of Business and Law, Charles Darwin University - Darwin Waterfront, Darwin, Australia)
Lynne Eagle (College of Business, Law and Governance, James Cook University, Townsville, Australia)
David Low (Asia Pacific College of Business and Law, Charles Darwin University, Darwin, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 2021

Issue publication date: 1 March 2021

949

Abstract

Purpose

Climate change and global warming are acknowledged to be growing issues caused by emissions of greenhouse gases. Fuel-efficient or green cars offer a technological solution to reduce CO2 emissions from car exhaust. This study aims to draw on value–belief–norm (VBN) theory to provide an explanation of eco-socially conscious consumer behavior (ESCCB) related to the choice and use of personal cars.

Design/methodology/approach

The data was collected from 1,372 customers of the automobile industry of Pakistan, randomly drawn from 8 metropolitan cities. Partial least squares structural equation modeling is used to verify the hypotheses of the study.

Findings

By using variance-based structural equation modeling, this study showed that the VBN theory is fully supported in the cultural context of Pakistan and behavioral context of ESCCB. More specifically, personal introjected norms of the customers proved to be strong predictors of ESCCB while personal integrated norms predicted eco-social purchase intentions well.

Originality/value

To the best of the authors’ knowledge, this is the only study of its kind that examines the VBN model in the context of a developing country, Pakistan, and for a category of behaviors rarely tested before, i.e. ESCCBs related to purchase and use of personal cars.

Keywords

Citation

Saleem, M.A., Eagle, L. and Low, D. (2021), "Determinants of eco-socially conscious consumer behavior toward alternative fuel vehicles", Journal of Consumer Marketing, Vol. 38 No. 2, pp. 211-228. https://doi.org/10.1108/JCM-05-2019-3208

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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