The impact of brand awareness and green consciousness on attitude and consumption intention of young people about electric vehicle services

Abstract

This study examines the effects of both brand awareness and green consciousness on the attitudes and consumption intentions of the youth towards EV services. Given the increasing environmental concern, sustainable mobility solutions are increasingly seen to be important by the younger generation. The paper examines the way brand awareness about EV service affects the creation of trust, perceived value, and emotional connection, leading to attitude formation. At the same time, green consciousness refers to the level of understanding and concern about environmental sustainability, which is considered another significant driver for the positive creation of attitude and adoption intention of EV services. Results imply that once the consumer identifies a brand and considers it eco-friendly, their intentions to use the services of this brand are significantly higher. This study underlines the synergetic effect of brand recognition and ecological values in evoking eco-friendly consumption behaviors and also provides some practical implications for marketers and policymakers to embrace the potential of sustainable transport among youths