Examining Indian consumer pro-environment purchase intention of electric vehicles: Perspective of stimulus-organism-response

This paper examines the antecedents of Indian consumers' pro-environment purchase intention of electric ve-hicles utilizing the Stimulus-Organism-Response theory. The conceptualized model is analyzed by collecting 1143 responses and validated using structural equation modelling. The results show that pro-environment re-sponsibility significantly impacts the pro-environment value and pro-environment attitude; the pro-environment value has a significant impact on the pro-environment attitude; pro-environment value and pro-environment attitude have a significant impact on the pro-environment purchase intention of electric vehicles. Addition-ally, the results depict that a pro-environment attitude mediates the relationship between pro-environment value and pro-environment purchase intention of electric vehicles. Finally, this paper contributes to theory in the adoption literature by proposing an alternate perspective considering "value-attitude-behavior" linkages, particularly pro-environment behavior. The study contributes to practitioners' space.