The Role of Positive Anticipated Emotions in Influencing Purchase Intentions of Battery Electric Cars in Emerging Markets

The study uses the consumption perceived value (CPV) framework to investigate factors impacting buyers' perceptions of battery electric cars (BEC). It also investigates the role of emotions in moderating relationships. The importance of anticipated positive emotions in consumer attitude formation has received less attention in emerging market electric automotive studies. We used PLS-SEM to test the proposed conceptual model with 251 prospective buyers in Indian cities. As per the findings, conditional, functional, and epistemic values positively impact attitude formation, while social value has no significant effect. The study provides marketers with insights by concluding that consumers' emotional connections with (a) the greenness of BEC and (b) supportive government policies play a significant role in their purchasing inclinations.