SDG-13 to combat climate change through decarbonizing marketing campaigns: An evaluation of customers’ sustainable purchase intentions for EVs using process modelling approach

This study investigates the impact of decarbonizing marketing campaigns, brand image and perception of cost on sustainable purchase intentions for EVs. In addition, this study explores the mediation of green customer engagement and moderation of subjective norms for the proposed relationships. Drawing on the theory of planned behaviour (TPB), the current data were collected using judgmental and snowball sampling from 276 respondents in an online survey. Majority of respondents were male and in the age group of less than 24 years with bachelor’s level of study. This study's framework was confirmed using Structure Equation modelling (SEM) through SMART-PLS as statistics software. Key findings of the current study reveal that factors such as brand image, green customer engagement, and subjective norms were revealed to have significant and favourable influences on intentions to purchase EVs. Further, decarbonizing marketing campaign and perception of cost significantly impact the brand image. The significant mediation of brand image and green customer engagement; and moderation of subjective norms were observed for the said relationships. These findings can provide actionable results that EV companies can focus on to target the environmentally conscious customers. Despite growing interest in EVs as sustainable products, limited studies explore how these relationships influence customer engagement and purchase intentions. The current study contributes theoretically by highlighting the critical rational and emotional factors that drive the adoption of EVs by advancing the potential view of customer engagement in the sustainable market. EV manufacturers can foster consumer adoption behaviour by executing excellent sustainable marketing campaigns and creating a positive reputation.