FACTORS INFLUENCING ATTITUDE, PURCHASE INTENTION AND PURCHASE BEHAVIOR OF ELECTRIC VEHICLES IN THAILAND

Authors

  • Qintao Zhang Ph.D. Candidate, Doctor of Philosophy, Innovative Technology Management, Assumption University
  • Rawin Vongurai Assistant Professor, Ph.D., Program Director, Doctor of Philosophy in Innovative Technology Management, Graduate School of Business and Advanced Technology Management, Assumption University

Keywords:

Environmental Concern, Knowledge, Attitude, Subjective Norm, Perceived Behavioral Control, Price Sensitivity, Purchase Intention, Purchase Behavior

Abstract

Purpose: This research aims to investigate the factors which have influence on attitude, purchase intention and purchase behavior of electric vehicles in Thailand. The conceptual framework contains 8 variables, including environmental concern, knowledge, attitude, subjective norm, perceived behavioral control, price sensitivity, purchase intention and purchase behavior. Research design, data and methodology: The study used survey research design and collected valid sample from people who are 18 years old and above, eligible to drive a car (according to the Thai laws), and who have interests in cars and also recently visited the two biggest automotive exhibitions in Thailand. The researcher applied nonprobability sampling technique; judgmental, quota and convenience sampling via online and offline channels. To analyze the data, a confirmatory factor analysis was used where it examined the associations between items and constructs. Afterward, structural equation model (SEM) was applied to investigate the relationships between the constructs. Results: The results established environment concern has a significant influence on knowledge and attitude toward electric vehicle. In addition, attitude, subjective norm and price sensitivity have a significant influence on purchase intention. Furthermore, purchase intention has a significant influence on purchase behavior. On the other hand, knowledge related to electric vehicle was not found to have a significant influence on attitude and perceived behavioral control does not have a significant influence on purchase intention.

Conclusions: This research provides a theoretical and practical guidance for the automotive companies, car dealers and government agencies to have a better understanding of consumer’s purchase decision making process and ultimately implement an appropriate strategy to increase the Thai consumer’s willingness of purchasing an electric vehicle.

References

Agnoli, L., Capitello, R., & Begalli, D. (2016). Behind intention and behavior: factors influencing wine consumption in a novice market. British Food Journal, 118(3), 660-678. https://doi.org/10.1108/BFJ-05-2015-0181

Ahuja, J., Dawson, L., & Lee, R. (2020). A circular economy for electric vehicle batteries: driving the change. Journal of Property, Planning and Environmental Law, 12(3), 235-250. https://doi.org/10.1108/JPPEL-02-2020-0011

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Barber, N. A., & Taylor, D. C. (2013). Experimental approach to assessing actual wine purchase behavior. International Journal of Wine Business Research, 25(3), 203-226. https://doi.org/10.1108/IJWBR-2012-0013

Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998-2015. https://doi.org/10.1108/BFJ-01-2019-0011

Baumgartner, H. (2010). A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology. Malhotra, N.K. (Eds.), Review of Marketing Research (pp. 3-36). Emerald Group Publishing Limited. Bingley. https://doi.org/10.1108/S1548-6435(2009)0000006005

Bennett, R., & Vijaygopal, R. (2018). Consumer attitudes towards electric Vehicles: Effects of product user stereotypes and self-image congruence. European Journal of Marketing, 52(3/4), 499-527. https://doi.org/10.1108/EJM-09-2016-0538

Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238–246. https://doi.org/10.1037/0033-2909.107.2.238

Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2022). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review, 34(1), 62-84. https://doi.org/10.1108/EBR-10-2019-0274

Brandão, A., & Costa, A. G. D. (2021). Extending the theory of planned behavior to understand the effects of barriers towards sustainable fashion consumption. European Business Review, 33(5), 742-774. https://doi.org/10.1108/EBR-11-2020-0306

Buca, P. V., & Brausen, J. (1997). The electric vehicle market. Competitiveness Review, 7(1), 36-45. https://doi.org/10.1108/eb046344

Bui, T. Q., Nguyen, N. T., Nguyen, K. K., & Tran, T. T. (2021). Antecedents Affecting Purchase Intention of Green Skincare Products: A Case Study in Vietnam. The Journal of Asian Finance, Economics and Business, 8 (3), 1295–1302. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.1295

Cakici, A. C., & Tekeli, S. (2022). The mediating effect of consumers’ price level perception and emotions towards supermarkets. European Journal of Management and Business Economics, 31(1), 57-76. https://doi.org/10.1108/EJMBE-12-2020-0344

Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142-161. https://doi.org/10.1108/JRIM-06-2018-0080

Channa, N. A., Tariq, B., Samo, A. H., Ghumro, N. H., & Qureshi, N. A. (2021). Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-12-2020-0215

Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179-192. https://doi.org/10.1108/JGR-12-2017-0058

Choo, H., Chung, J., & Pysarchik, D. T. (2004). Antecedents to new food product purchasing behavior among innovator groups in India. European Journal of Marketing, 38(5/6), 608-625. https://doi.org/10.1108/03090560410529240

Chung, J., Stoel, L., Xu, Y., & Ren, J. (2012). Predicting Chinese consumers' purchase intentions for imported soy‐based dietary supplements. British Food Journal, 114(1), 143-161. https://doi.org/10.1108/00070701211197419

Dash, A. (2021). Determinants of EVs adoption: a study on green behavior of consumers. Smart and Sustainable Built Environment, 10(1), 125-137. https://doi.org/10.1108/SASBE-02-2019-0015

Duong, C. D. (2021). Exploring the link between entrepreneurship education and entrepreneurial intentions: the moderating role of educational fields. Education + Training. https://doi.org/10.1108/ET-05-2021-0173

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Franssonn, N., & Garling, T. (1999). Environmental concern: conceptual definitions, measurement methods, and research findings. Journal of Environmental Psychology, 19(4), 369-382. https://doi.org/10.1006/jevp.1999.0141

Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Harlow, England: Pearson Education.

Hartman, P. J. (2016). Keeping current with climate change resources: it’s always the day after tomorrow!. Reference Reviews, 30(1), 1-5. https://doi.org/10.1108/RR-05-2015-0128

Hassan, S. H. (2014). The role of Islamic values on green purchase intention. Journal of Islamic Marketing, 5(3), 379-395. https://doi.org/10.1108/JIMA-11-2013-0080

Hoque, M. E., Nik Hashim, N. M. H., & Azmi, M. H. B. (2018). Moderating effects of marketing communication and financial consideration on customer attitude and intention to purchase Islamic banking products: A conceptual framework. Journal of Islamic Marketing, 9(4), 799-822. https://doi.org/10.1108/JIMA-01-2017-0005

Jiang, P., Balasubramanian, S. K., & Lambert, Z. V. (2015). Responses to customized products: the consumers’ behavioral intentions. Journal of Services Marketing, 29(4), 314-326. https://doi.org/10.1108/JSM-01-2014-0019

Joshi, Y., & Srivastava, A. P. (2020). Examining the effects of CE and BE on consumers’ purchase intention toward green apparels. Young Consumers, 21(2), 255-272. https://doi.org/10.1108/YC-01-2019-0947

Kashi, A. N. (2020). Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers. Journal of Islamic Marketing, 11(6), 1389-1403. https://doi.org/10.1108/JIMA-06-2019-0120

Kautish, P., & Dash, G. (2017). Environmentally concerned consumer behavior: evidence from consumers in Rajasthan. Journal of Modelling in Management, 12(4), 712-738. https://doi.org/10.1108/JM2-05-2015-0021

Khare, A., & Varshneya, G. (2017). Antecedents to organic cotton clothing purchase behavior: study on Indian youth. Journal of Fashion Marketing and Management, 21(1), 51-69. https://doi.org/10.1108/JFMM-03-2014-0021

Ko, S. B., & Jin, B. (2017). Predictors of purchase intention toward green apparel products: A cross-cultural investigation in the USA and China. Journal of Fashion Marketing and Management, 21(1), 70-87. https://doi.org/10.1108/JFMM-07-2014-0057

Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520. https://doi.org/10.1108/EUM0000000006155

Lin, C. J., & Chen, H. Y. (2016). User expectancies for green products: A case study on the internal customers of a social enterprise. Social Enterprise Journal, 12(3), 281-301. https://doi.org/10.1108/SEJ-02-2016-0004

Lin, L., & Chen, C. (2006). The influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265. https://doi.org/10.1108/07363760610681655

Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behavior (TPB) on Chinese consumers' green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841. https://doi.org/10.1108/APJML-05-2019-0285

Mazhar, W., Jalees, T., Asim, M., Alam, S. H., & Zaman, S. I. (2022). Psychological consumer behavior and sustainable green food purchase. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-05-2021-0317

Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behavior: an empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682-706. https://doi.org/10.1108/IJCCSM-11-2016-0168

Mohammed, A. A. (2021). What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia. British Food Journal, 123(5), 1758-1775. https://doi.org/10.1108/BFJ-07-2020-0599

Monroe, K. B. (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80.

Moslehpour, M., Kien, P. V., & Danyfisla, I. (2014). Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan. International Journal of Quality and Service Sciences, 6(4), 348-368. https://doi.org/10.1108/IJQSS-04-2013-0024

Mueller, R. O., & Hancock, G. R. (2001). Factor Analysis and Latent Structure: Confirmatory. International Encyclopedia of the Social & Behavioral Sciences. https://doi.org/10.1016/B0-08-043076-7/00426-5

Nedra, B. A., Sharma, S., & Dakhli, A. (2015). Perception and motivation to purchase organic products in Mediterranean countries: An empirical study in Tunisian context. Journal of Research in Marketing and Entrepreneurship, 17(1), 67-90. https://doi.org/10.1108/JRME-07-2014-0015

Nguyen, T. N., Lobo, A., & Greenland, S. (2017). The influence of cultural values on green purchase behavior. Marketing Intelligence & Planning, 35(3), 377-396. https://doi.org/10.1108/MIP-08-2016-0131

Nguyen, Y. T. H., & Nguyen, H. V. (2020). An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence. Asia Pacific Journal of Marketing and Logistics, 33(1), 231-249. https://doi.org/10.1108/APJML-10-2019-0612

Park, S., & Huang, Y. (2017). Motivators and inhibitors in booking a hotel via smartphones. International Journal of Contemporary Hospitality Management, 29(1), 161-178. https://doi.org/10.1108/IJCHM-03-2015-0103

Pedroso, R., Zanetello, L., Guimaraes, L., Pettenon, M., Goncalves, V., Scherer, J., Kessler, F., & Pechansky, F. (2016). Confirmatory factor analysis (CFA) of the crack use relapse scale (CURS). Archives of Clinical Psychiatry, 43 (3), 37-40.

Rachmawati, E., Suliyanto., & Suroso, A. (2022). A moderating role of halal brand awareness to purchase decision making. Journal of Islamic Marketing, 13(2), 542-563. https://doi.org/10.1108/JIMA-05-2020-0145

Sharma, G. P., Verma, R. C., & Pathare, P. (2005). Mathematical modeling of infrared radiation thin layer drying of onion slices. Journal of Food Engineering, 71(3), 282–286.

Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In M.A. Lange (Ed.), Leading - Edge Psychological Tests and Testing Research (pp. 27-50). New York: Nova

Siddique, M. Z. R., Saha, G., & Kasem, A. R. (2021). Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh. Journal of Asia Business Studies, 15(2), 319-344. https://doi.org/10.1108/JABS-04-2019-0120

Soper, D. S. (2021). A-priori Sample Size Calculator for Structural Equation Models [Software]. www.danielsoper.com/statcalc/default.aspx

Stein, C., Morris, N., & Nock, N. (2012). Structural Equation Modeling. Methods in molecular biology, 850, 495-512. https://doi.org/10.1007/978-1-61779-555-8_27

Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910. https://doi.org/10.1108/BFJ-06-2016-0295

Sun, Y., Li, T., & Wang, S. (2021). “I buy green products for my benefits or yours”: understanding consumers' intention to purchase green products. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2021-0244

Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860-878. https://doi.org/10.1108/APJML-03-2019-0178

Thieme, J., Royne, M. B., Jha, S., Levy, M., & Barnes McEntee, W. (2015). Factors affecting the relationship between environmental concern and behaviors. Marketing Intelligence & Planning, 33(5), 675-690. https://doi.org/10.1108/MIP-08-2014-0149

Thoradeniya, P., Lee, J., Tan, R., & Ferreira, A. (2015). Sustainability reporting and the theory of planned behavior. Accounting, Auditing & Accountability Journal, 28(7), 1099-1137. https://doi.org/10.1108/AAAJ-08-2013-1449

Vafaei-Zadeh, A., Thurasamy, R., & Hanifah, H. (2019). Modeling anti-malware use intention of university students in a developing country using the theory of planned behavior. Kybernetes, 48(8), 1565-1585. https://doi.org/10.1108/K-05-2018-0226

Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning, 32(7), 738-753. https://doi.org/10.1108/MIP-12-2012-0146

Wang, L., Wong, P. P. W., & Narayanan Alagas, E. (2020). Antecedents of green purchase behavior: an examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research, 14(1), 63-82. https://doi.org/10.1108/IJCTHR-02-2019-0034

Widyanto, H. A., & Sitohang, I. A. T. (2021). Muslim millennial’s purchase intention of halal-certified cosmetics and pharmaceutical products: the mediating effect of attitude. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-04-2020-0117

Wu, J. H., & Wang, Y. M. (2006). Measuring KMS success: A respecification of the DeLone and McLean’s model. Information and Management, 43(6), 728–739. https://doi.org/10.1016/j.im.2006.05.002

Zhang, Y., Kim, E., & Xing, Z. (2021). Image congruence between sports event and host city and its impact on attitude and behavior intention. International Journal of Sports Marketing and Sponsorship, 22(1), 67-86. https://doi.org/10.1108/IJSMS-03-2020-0040

Downloads

Published

2024-06-30

Issue

Vol. 10 No. 1 (2024): January-june, 2024

Section

Research Articles

License

Copyright (c) 2024 Suvarnabhumi Institute of Technology

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารวิชาการ สถาบันเทคโนโลยีแห่งสุวรรณภูมิ

ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับสถาบันเทคโนโลยีแห่งสุวรรณภูมิ และคณาจารย์ท่านอื่นๆในสถาบันฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว