Affiliation:
1. Department of Marketing and Market Research University of Granada Granada Spain
2. Department of Finance and Accounting University of Mauritius Réduit Mauritius
3. Faculty of Economics University of Kragujevac Kragujevac Serbia
Abstract
AbstractIn recent years, research on sustainable consumption has been particularly relevant, highlighting the importance of the collective over the individual to reduce pollution. This study focuses on the study of the perceived marketplace influence (PMI) concept in its organizational and consumer dimensions, together with the financial incentives that exist in the adoption of electric cars and their effect on green customer engagement. A sample of 382 potential buyers of electric vehicles was obtained. A new hybrid analytical approach was taken structural equation modelling and artificial neural network. The research found the most significant variables affecting purchase intention were financial incentives, followed by PMI Organization and finally PMI Consumer. The results of artificial neural network analysis confirmed all the findings of the structural equation modelling, although the importance of each PMI dimension is different for each technique used. The conclusions point to new business opportunities that can be exploited by companies selling this green technology.
Subject
Artificial Intelligence,Computational Theory and Mathematics,Theoretical Computer Science,Control and Systems Engineering
Cited by
3 articles.
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