Ascertaining the Effect of Green Purchase Attitude and Corporate Social Responsibility on Green Purchase Intention and Behavior of Electric Vehicles in Chongqing, China

บทคัดย่อ

This study investigates the effects of green purchase attitude and corporate social responsibility (CSR) on green purchase intention and actual green purchase behavior in the context of electric vehicles (EVs) in Chongqing, China. It specifically aims to explore how purchase intention mediates the relationship between green purchase attitude and green purchase behavior, as well as between CSR and green purchase behavior. A sequential mixed-methods design was applied, beginning with a quantitative phase involving a structured questionnaire distributed to 738 EV users. Structural Equation Modeling (SEM) was used to examine the relationships among variables. The qualitative phase includes in-depth interviews with 14 key informants from the EV industry, government, and academic sectors to enrich the interpretation of the quantitative findings. The quantitative analysis demonstrated that green purchase attitude and CSR both have statistically significant positive effects on green purchase behavior. Furthermore, green purchase intention was identified as the strongest direct predictor of green behavior and served as a partial mediator in both theoretical paths. The qualitative findings confirmed that consumers’ environmental consciousness, trust in a company’s values, and identity alignment with green principles strongly influence their intention and subsequent purchasing behavior. These findings reinforce the notion that fostering environmental attitudes and promoting responsible corporate practices are essential strategies to encourage sustainable consumer behavior. More importantly, enhancing consumer intention to act is a critical intermediary step in the behavior-change process. The individuals referred to as "them" in the final paragraph of the original abstract are businesses and policymakers who can utilize these findings to design more effective green marketing and CSR communication strategies. Due to initial shortcomings in the clarity, structure, and comprehensiveness of earlier versions, the abstract lacked coherence and alignment with key academic standards. These revisions aim to ensure that the abstract now presents a clear, integrated, and well-summarized overview of the research objectives, methodology, key findings, and implications.