The relationship between sustainable consumption behaviour and electric vehicle purchase intention: The mediating and moderating role of motivated consumer innovation

Öz

This study aimed to examine the mediating and moderating roles of Motivated Consumer Innovation (MCI) in the effects of consumers’ approaches to Sustainable Consumption (SC) and consumer innovation on the intention to purchase (PI) electric vehicles, which are innovative and environmentally friendly technological products. Within the scope of quantitative research, a questionnaire was developed using the Sustainable Consumption Scale (20 items), the Motivated Consumer Innovation Scale (15 items), and the Purchase Intention Scale (3 items). The questionnaire was administered online to 370 participants, and the final sample consisted of 353 individuals after excluding invalid responses. Within the Structural Equation Modeling (SEM) framework, goodness-of-fit indices were evaluated, and confirmatory factor analysis was conducted. The research hypotheses were tested using covariance, correlation, and regression coefficients obtained from the models designed to examine the relationships among the variables. The findings indicated that sustainable consumption significantly influenced electric vehicle purchase intention and that motivated consumer innovation both mediated and moderated this relationship. The study examined the effects of sustainable consumption and motivated consumer innovation on electric vehicle purchase intention and found that motivated consumer innovation had significant mediating and moderating effects. The results provided implications for businesses in developing marketing strategies and contributed to the literature by offering an original empirical perspective.

Anahtar Kelimeler

• Sustainable Consumption
• Motivated Consumer Innovation
• Electric Vehicle Purchase Intention

Sürdürülebilir tüketim davranışı ile elektrikli araç satın alma niyeti arasındaki ilişki: Güdülenmiş tüketici yenilikçiliğinin aracılık ve düzenleyici rolü

Öz

Bu çalışma, tüketicilerin Sürdürülebilir Tüketim (SC) yaklaşımlarının ve tüketici inovasyonunun yenilikçi ve çevre dostu teknolojik ürünler olan elektrikli araçları satın alma niyeti (PI) üzerindeki etkilerinde Motive Edilmiş Tüketici İnovasyonunun (MCI) aracılık ve düzenleyici rollerini incelemeyi amaçlamaktadır. Nicel araştırma kapsamında, Sürdürülebilir Tüketim Ölçeği (20 madde), Motive Tüketici İnovasyon Ölçeği (15 madde) ve Satın Alma Niyeti Ölçeği (3 madde) kullanılarak bir anket geliştirildi. Anket çevrimiçi olarak 370 katılımcıya verildi ve nihai örneklem, geçersiz yanıtlar hariç tutularak 353 kişiden oluştu. Yapısal Eşitlik Modeli (SEM) çerçevesinde uyum iyiliği değerleri değerlendirildi ve doğrulayıcı faktör analizi yapıldı. Araştırma hipotezleri, Yapısal Eşitlik Modeli çerçevesinde yer alan değişkenler arasındaki ilişkileri araştırmak amacıyla tasarlanan modellerden elde edilen kovaryans, korelasyon ve regresyon katsayıları kullanılarak test edildi. Bulgular, sürdürülebilir tüketim yaklaşımının elektrikli araç satın alma niyetini etkilediğini ve motive edilmiş tüketici inovasyonunun bu etkiye aracılık ettiğini ve düzenlediğini gösterdi. Çalışma, sürdürülebilir tüketim ve motive tüketici inovasyonu üzerindeki etkilerini inceledi ve motive edilmiş tüketici inovasyonunun aracı ve düzenleyici bir etkiye sahip olduğunu buldu. Sonuçların, işletmelerin pazarlama stratejileri geliştirmesinde fayda sağlayacağı ve özgün bir ampirik bakış açısı sunarak literatüre katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Sürdürülebilir Tüketim
• Motive Edilmiş Tüketici İnovasyonu
• Elektrikli Araç Satın Alma Niyeti

Kaynakça

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