Evaluating Green Marketing Strategies' Influence on Consumer Adoption of Electric Vehicles

This study evaluates the impact of green marketing strategies on consumer adoption of electric vehicles (EVs), focusing particularly on eco-labeling and sustainability-focused advertisements. The research investigates how these marketing strategies affect consumers' purchase intent for EVs and examines the role of consumer environmental awareness as a mediator in this relationship. Data were collected from a sample of 385 respondents across Karnataka, using surveys and statistical tools like correlation analysis, multiple linear regression, independent t-tests, and mediation analysis. Findings: Results show a high positive correlation between green marketing strategies and purchase intent for EVs, which signifies that as the consumers are exposed to eco-labeling and sustainability-focused advertisements, their intention to adopt EVs increases. Furthermore, environmental awareness was found to significantly mediate the relationship between green marketing and EV adoption with (β = 0.45, p < 0.01) and (β = 0.25, p < 0.01), highlighting the importance of consumer education in driving sustainable behavior. The study concludes that businesses and policymakers can leverage green marketing strategies to boost the adoption of electric vehicles, contributing to environmental sustainability goals. These insights offer practical implications for enhancing marketing efforts and supporting policy initiatives aimed at promoting sustainable transportation.