This research aims to investigate the impact of a green marketing mix, involving green promotion and
green pricing support practices, on the consumer’s intention to purchase Electric Vehicles (EVs) in
Palestine, with the mediation role of Green Perceived Value (GPV). A quantitative method was used in this research, where relevant data were collected from a random sample via a structured distributed questionnaire which was answered by 53 respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for the analysis. The model revealed that the green promotion and green price support practices, as well as GPV have a positive impact on customer intention to purchase EVs. Moreover, the results confirmed that GPV partially mediates the relation between green marketing mix
practices and customer intention to purchase EVs. The results of this research present a guideline for marketing decision makers in automobile dealerships to improve customer EV purchase intention.

Title

Engineering, Technology & Applied Science Research

Publisher

Dionisios Pylarinos

Publisher Country

Greece

Indexing

Scopus

Impact Factor

None

Publication Type

Both (Printed and Online)

Volume

14

Year

2024

Pages

18234-18244