The mediating role of green product attitude, green perceived innovativeness and green perceived value in the effect of green marketing on electric vehicle purchase intention

The aim of this study is to examine the effect of green marketing on electric vehicle purchase intention. At the same time, this study examines whether green product attitude, green perceived innovation and green perceived value have a mediating role in this effect. Data were collected from the target audience using the snowball sampling method. An online survey was shared with people reached through social media channels. Data were obtained from 261 people. This data were analyzed using SPSS, AMOS and JAMOVI programs. According to the analysis results, green marketing has a positive and significant effect on green product attitude, green perceived innovation, green perceived value and electric vehicle purchase intention. Green product attitude, green perceived innovation and green perceived value have a positive and significant effect on electric vehicle purchase intention. In addition, green product attitude, green perceived innovation and green perceived value have a mediating role in the effect of green marketing on electric vehicle purchase intention. A discussion of the study findings is provided. Suggestions are made at the end of the study.