Factors Affecting on Green Purchasing Intention with the Moderating Effect of Income (With Reference to Electronic Cars in Sri Lanka)

Abstract

The growing emphasis on sustainability has led to increasing consumer interest in green products, particularly electric vehicles (EVs), as an alternative to conventional fuel-powered cars. Despite the growing body of research on green purchasing intentions, significant knowledge gaps remain, particularly in the context of electric cars in Sri Lanka. Existing studies predominantly focus on developed countries, leaving a gap in understanding the unique factors influencing consumers in developing economies like Sri Lanka. Thus, the study examines the factors influencing on green purchase intention for electric cars in Sri Lanka, with a particular focus on Income as the moderator. A quantitative research approach was employed, utilizing a structured survey questionnaire distributed to 400 respondents in Sri Lanka. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationships between variables. The findings reveal that Consumer Attitude, Environmental Concern, Environmental Knowledge, and Price significantly influence Green Purchase Intention, while Social Influence and Green Consumption Values do not have a significant impact. Additionally, Income moderates the relationship between price and purchase intention, as well as Environmental Concern and Purchase Intention, suggesting that higher-income consumers are less constrained by price barriers and more likely to act on their environmental concerns. The study highlights the need for targeted policies and incentives to promote electric vehicle adoption, particularly for middle- and lower-income consumers.