For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework
Widya Paramita,
Rokhima Rostiani,
Rahmadi Hidayat
et al.
Abstract:Purpose
Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine t… Show more
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