The study examines the role of motivational factors required for the sustainable consumption of hybrid cars. The adoption of such cars significantly reduces the use of fossil fuel and hence, it is imperative to identify and understand which motivational factor is required to be promoted. Through convenience sampling technique a sample size of 309 hybrid car users was obtained and partial least squares-structural equation modeling (PLS-SEM) was applied to test the data for validity, reliability, and hypothesized relationships. The results supported the theory and found normative motivations as the strongest factor affecting sustainable consumption. The study discovered the importance of customers’ instrumental attributes and emotions for sustainable consumption. This study combines the motivational and personal components that must be promoted while advertising sustainable products. This is the first of its kind study using the Goal-Framing theory in the developing market settings. The study extended the concepts presented by the Goal-Framing theory (GFT). Overall, the observation of hybrid cars as sustainable products suggests that policymakers should focus on the motivational constructs independently and through the interplay in the promotional messages.
Consumers’ Sustainable Consumption of Hybrid Cars: An Application of Goal-Framing Theory in the Pakistani Market
Transp. in Dev. Econ.
2022-10-01
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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