Abstract:

By reducing carbon dioxide emissions, electric cars help reduce global warming. Using green advertising to spread the aforementioned and other electric car information might encourage more people to make purchases. This paper uses an experimental method to analyse the nexus between green advertising and consumers' purchase intention of electric vehicles. The results show that compared with non-green advertising, green advertising can significantly increase consumers' purchase intentions for electric vehicles and green perceived value and green product attitude are the two main channels through which green advertising affects consumers' purchase intention. The study also concluded that both of high environmental attitude and strong impression management motivation can enhance the influence of green advertising on consumers' purchase of electric vehicles. The study clarifies the way in which green advertising works and offers new marketing tools that retailers may use to encourage the purchase of electric vehicles.