Examining consumers’ pro-environmental purchase intention of electric vehicles: perspective of value-attitude-behavior framework

Purpose This study aims to examine psychological mechanisms that drive consumers’ pro-environmental purchase intention of electric vehicles (EV), based on the value-attitude-behavior (VAB) theoretical framework. Specifically, it investigates how pro-environmental self-identity influences attitudes and behavioral intention, the mediating role of pro-environmental attitude and the moderating role of pro-environmental knowledge. Design/methodology/approach Based on survey data from 516 participants in Ho Chi Minh City and Hanoi, this study uses partial least squares structural equation modeling (PLS-SEM) to analyze the interrelationships among value (pro-environmental self-identity), attitude (pro-environmental attitude) and behavior (EV purchase intention), as well as the conditional effect of pro-environmental knowledge. Findings The structural equation modeling results confirm that pro-environmental self-identity significantly predicts both pro-environmental attitude and EV purchase intention, with pro-environmental attitude acting as an important mediator. Moreover, pro-environmental knowledge also strengthens the impact of both pro-environmental self-identity and pro-environmental attitude on EV purchase intention. These findings highlight the importance of combining value-based solutions and enhancing pro-environmental knowledge to promote pro-environmental behavior and affirm the VAB framework’s relevance in understanding pro-environmental in an emerging markets. Originality/value Unlike prior models focusing on cognitive or utility-based predictors, this research contributes a deeper psychological perspective by integrating identity and knowledge constructs within the VAB framework. It fills a critical gap by contextualizing these dynamics in an emerging markets, where infrastructure and information asymmetries may inhibit pro-environmental behavior despite rising concern.