The effect of consumers' sustainable consumption approach and levels of innovation on electric vehicle purchases

Consumption that is sustainable prioritizes the use of natural resources and environmental elements in a way that does not negatively impact present and future generations and protects the environment as a whole. Consumer innovation is the tendency to go beyond typical consumption habits to purchase different products or brands and is an influencing factor in the adoption of new technology. Consumer innovation, which ensures the adoption and dissemination of innovations, is a very important criterion, especially in the adoption of sustainable products. In this context, it aims to define consumer attitudes towards electric vehicles, which are new and environmentally friendly technological products, in the context of the perspective of sustainable consumption and consumer innovation. In accordance with this objective, sustainable consumption attitudes and consumer creativity, which are among the variables investigated, were examined, along with their dimensions, and their impact on purchase intent was evaluated. In the research, a questionnaire study was developed using the 20-item Sustainable Consumption Behavior Scale, the 15-item Motivated Consumer Innovation Scale, the 14-item Electric Vehicle Knowledge Scale, and the Purchase Intent Scale. 3 online data were applied to 370 participants. The study sample consisted of 353 people, and invalid questionnaires were not included in the study. The obtained data were statistically analyzed under SPSS software, AMOS, and SEM analysis. Data were analyzed for reliability and consistency. Under the structural equation model, the fit values were examined and a confirmation factor analysis was performed. Coefficients of variance, correlation, and regression were generated for the models developed within the framework of the structural equation model to take into account the relationships between the variables, and the research hypotheses were tested. In this research, hypotheses that sustainable consumption attitudes influence electric vehicle purchase intent and that information about electric vehicles has a moderate effect on the influence of sustainable consumption attitudes on electric vehicle purchase intentions. Hypotheses that consumer innovation affects electric vehicle purchase intent and that information about electric vehicles has a moderate effect on the effect of consumer innovation on electric vehicle purchase intent. As a result, in research examining the effects of sustainable consumption attitudes and consumer motivational attitudes on electric vehicle purchase intent, it was determined that knowledge of electric vehicles has a moderating effect. Researchers believe this original research and its findings will provide valuable guidance to companies in developing marketing strategies relevant to the field of marketing, as well as an original study in the field of marketing.