Intenção de Compra de Carros Elétricos em Mercados Emergentes - Emoções e Percepção de Valor

Journal of International Consumer Marketing ISSN 08961530 Print 15287068 Online Journal homepage wwwtandfonlinecomjournalswicm20 The Role of Positive Anticipated Emotions in Influencing Purchase Intentions of Battery Electric Cars in Emerging Markets Abhinav Sharma Deepak Singh Richa Misra To cite this article Abhinav Sharma Deepak Singh Richa Misra 2024 The Role of Positive Anticipated Emotions in Influencing Purchase Intentions of Battery Electric Cars in Emerging Markets Journal of International Consumer Marketing 362 132150 DOI 1010800896153020232215464 To link to this article httpsdoiorg1010800896153020232215464 Published online 29 May 2023 Submit your article to this journal Article views 734 View related articles View Crossmark data Citing articles 10 View citing articles Full Terms Conditions of access and use can be found at httpswwwtandfonlinecomactionjournalInformationjournalCodewicm20 Journal of InternatIonal Consumer marketIng 2024 Vol 36 no 2 132150 The Role of Positive Anticipated Emotions in Influencing Purchase Intentions of Battery Electric Cars in Emerging Markets Abhinav Sharma Deepak Singh and Richa Misra Jaipuria Institute of management noida India ABSTRACT 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 PLSSEM 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 Introduction Due to rapid economic progress a broad con sumer base and a growing unsustainable con sumption pattern emerging economies are becoming the primary drivers of air pollution and climate change Environmental Performance Index 2022 The transportation sector is the second largest carbondioxide emitter and it is believed that electric mobility is a savior for urban population from air pollution Asian coun tries are on the front lines of climate change in many ways Asia has 93 of the top 100 most polluted cities Developing an electric vehicle eco system in emerging Asia is critical for these countries to accelerate consumer adoption and meet their climate targets The transportation industry accounts for 24 of global greenhouse gas emissions Cozzi et al 2020 and increasing EV adoption in the mass market is essential for Asian countries to meet their emissions targets and the global 15degree climate change goal Farmer et al 2022 Consumers in Asian coun tries are adopting EVs to varying degrees Emerging Asia particularly India and ASEAN lag behind mature markets such as China and Japan In 2021 EVs accounted for fewer than 1 of newvehicle sales in the region Through pol icies regulations laws and leadership the Government plays a vital role in encouraging sustainable development Van der Waldt 2016 Governments throughout the world are encour aging the EV industry with subsidies and regu lations and manufacturers are putting more effort into transitioning from traditional vehicles to electric ones Khan et al 2022 Despite numer ous initiatives by industry Government and aca demia consumer purchases of battery electric cars BECs remain very low compared to fossilfuel cars necessitating a more indepth examination of factors influencing personal emobility adoption notably the purchase of BECs in emerging markets Therefore to manage this growing menace the United Nations Environment Programme recommends complet ing the technological transition of automobiles by 2030 Emission Gap Report 2022 The BEC is a radical green innovation that relies solely on an electric motor and battery bank to serve consumers mobility and other 2023 taylor francis group llC CONTACT abhinav sharma abhinavsharmafpm21njaipuriaacin Jaipuria Institute of management a32a sector 62 noida 201 309 India httpsdoiorg1010800896153020232215464 KEYWORDS Anticipated emotions battery electric cars consumer perceived value theory radical green innovation JouRnAL of InTERnATIonAL ConSuMER MARkETIng 133 needs BEC significantly reduces air pollution due to its zero tailpipe emissions Researchers on BEC adoption have had EU US China and Nordic countries in their examination crosshairs for a long time while the emerging economies did not catch adequate contextual scholarly attention Electric vehicle sales increased to 66 million in 2021 representing 9 of the global automobile market and tripled its market share from two years earlier Paoli and Gull 2022 However in prominent emerging markets such as India Brazil and Indonesia electric vehicle sales are less than 05 of overall sales IEA 2022 Notably these nations form approximately 25 of the global population and are part of the larger emerging market classification of the IMF which includes twenty nations making up to 34 of nominal GDP in US dollars and 46 in purchasingpowerparity terms Duttagupta and Pazarbasioglu 2021 The emerging economies will undeniably steer the emobilitys global suc cess however they may have different business conditions than industrialized economies Established and emerging markets differ in mar ket heterogeneity sociopolitical governance resource limitations unbranded competition and limited infrastructure Sheth 2011 When com bined with sociological characteristics these developing market qualities may elicit affect states that can modify consumers cognitive judgments when buying products Sheth 2011 Thongpapanl et al 2018 Consumer behavior studies reveal that consumers value the consequences of their actions and how they pursue those goals follow ing their regulatory orientation Aaker and Lee 2006 Avnet and Higgins 2006 Regulatory fit research reveals that chronic preventionoriented consumers from developing nations are more receptive to and motivated by information about undesirable consequences and utilitarian experi ences than those consumers from developed nations Ashraf Razzaque and Thongpapanl 2016 Lockwood Marshall and Sadler 2005 With advanced economies witnessing slow growth and emerging economies not picking up sales its a quagmire for international marketers to sustain corporate growth rates manage the expectations of their shareholders and fulfill sus tainability goals So what can marketers do differently to ameliorate the situation We shall endeavor to respond to this pertinent manage ment question through research in India being a fifthlargest economy in the world International Monetary Fund 2023 where despite the efforts of multiple stakeholders including the govern ment BECs sales market share is still less than 1 Hall et al 2021 Various research studies on emobility Jain Bhaskar and Jain 2022 Dash 2020 Khurana Kumar and Sidhpuria 2020 Jayasingh Girija and Arunkumar 2021 Gurudath and Rani 2021 Shalender and Sharma 2021 have proved insufficient in deciphering the rea sons for the BECs infancy in India Radical innovations provide consumers with more significant opportunities such as financial returns complemented by greater inherent risks due to their newness and the possibility of dis continuity in the market In this study we utilize the Consumer Perceived value CPV framework which postulates five independent complex and multidimensional values viz functional social epistemic conditional and emotional values mak ing differential contributions in any given choice situation Sheth Newman and Gross 1991 In emerging markets due to the market character istics it is conceivable that consumers there do not place the same importance on product attri butes as consumers in developed nations do The local features of markets such as social eco nomic and regulatory factors shape consumer behavior in beliefs values and attitudes which tend to show themselves differently in each mar ket making it difficult for firms to build market strategies Hence while crossing territorial bor ders marketers must tailor their product offerings and design suitable advertising strategies to com municate their value offerings Research from various subfields within the social sciences demonstrates that emotions play a crucial role in decisionmaking Lerner et al 2015 Undoubtedly consumers opinions of inno vations are impacted by more than simply their rational evaluations Emotions and rational eval uations are not separate entities but are inextri cably bound together and profoundly affect one another Valor Antonetti and Crisafulli 2022 Consumers predecision affect states include mood states the anticipatory and anticipated 134 A SHARMA ET AL emotions Vastfjall and Slovic 2013 We inves tigate the role of anticipated emotions in influ encing the consumers cognitive evaluations of BECs The anticipated emotions are possible future emotions when a consumer considers the expected utility of different choice alternatives Mellers and McGraw 2001 which in our case is a choice between a radical innovation ie a BEC and a conventional gasoline car Given this context this study aims to investigate the follow ing research questions RQ1 Which factors form the core of the cognitive evaluation forming attitude towards radical green innovation like BECs RQ2 Do consumers anticipated emotions interact with and influence the cognitive evaluation of the perceived value of radical green innovations like BECs The studys originality lies in utilizing the CPV framework in examining the confluence of antic ipated emotions and cognitive evaluation in form ing value perceptions of radical green innovation in a developing market thereby filling a critical research gap First it demonstrates the explana tory power of the CPV framework in examining consumer Purchase Intentions henceforth stated as PI of radical green innovations in an emerg ing market context Second the study demon strates the interactive effect of consumers anticipated emotions in cognitive evaluations of available product choices The practical contri butions of the study provide guidelines for mar keters and policymakers to enhance BEC adoption growth rates Theoretical background and research hypotheses Radical innovation is a new product or service with two characteristics a it stems from new technology and b it represents a significant advance in satisfying consumer needs Chandy and Tellis 1998 BEC is a radical innovation that does not possess an internal combustion engine but an electric motor to fulfill mobility require ments The electric motor derives energy from an installed battery bank which requires recharg ing from an external source like a power grid Due to the absence of an internal combustion engine BECs do not emit harmful exhaust gases which pollute the environment and we consider this aspect a significant technological advance ment in satisfying consumer mobility require ments keeping environmental sustainability in consideration A comprehensive awareness of consumer needs is crucial to assess whether consumers would welcome a radical innovation and for their sales to rise and profits to materialize Bowman and Ambrosini 2000 For this reason a substantial growing body of research is available that iden tifies the antecedents of consumers PI In the current study we utilize the CPV framework to identify the prominent value constructs in an emerging market context that influence consumer attitudes toward BECs As a multidimensional strategy the CPV framework looks at product worth from several angles and offers different classifications based on how consumers see that worth Boksberger and Melsen 2011 The theory clarifies the consuming behaviors rationale by characterizing and describing choice behavior by emphasizing consumption values This framework finds use in research on green packaging Singh and Pandey 2018 organic food purchase choices Qasim et al 2019 Rahnama 2017 PI on hotelbranded mobile applications Boonsiritomachai and SudOn 2020 value per ceptions in banking Chang and Tseng 2010 battery electric car PI Han et al 2017 and willingness to pay for biofuels Zailani et al 2019 to state a few Consumers do not simply experience emotions when confronted with stimuli they may also pre dict their sentiments The cognitive process of imagining the adoption experience produces an expected emotional reaction anticipated emo tions which impacts appraisals and behavioral intentions Loewenstein and Lerner 2003 Emotions and decisionmaking theories have identified two main pathways Lerner et al 2015 Pham 2007 through which they influence cog nitive appraisals First the mediating process activates emotions by assessing an entity emo tions then motivate a behavior Second emotions drive cognitive appraisals Lerner et al 2015 Emotions are more likely to impact consumers JouRnAL of InTERnATIonAL ConSuMER MARkETIng 135 judgments when no prior judgment is available in their memory Forgas 1994 Greifeneder Bless and Pham 2011 implying that emotions impact decisions about radical innovations more than they impact incremental innovations Onwezen et al 2019 Prior research in BEC adoption doc uments a Emotional value as directly influencing attitude and PI Han et al 2017 Moons and De Pelsmacker 2015 Our proposed framework con siders a direct influence of functional social epistemic and conditional values and through the emotional value construct we operationalize the anticipated emotions and examine their influ ence on consumers cognitive evaluations of sub sequent attitude formation Figure 1 displays the proposed theoretical framework and the theoretical distinctiveness of our research model compared to previous investigations In the following we review pertinent research on each antecedent their relationship to attitude and PI and develop hypotheses Consumer attitude Consumer attitude is the degree to which an individual has a positive or negative evaluation or appraisal of the behavior in question Ajzen 1991 We hypothesize that functional social epistemic and conditional values affect consumer attitudes toward the BEC Emotional value plays a moderating role in altering the influence of other consumption value constructs Functional value Functional value refers to the perceived advan tages brought about by the functional aspects of the underlying product Sheth Newman and Gross 1991 for example BEC fulfills a con sumers mobility needs via its instrumental attri butes and b proenvironmental needs via zero tailpipe emissions In our study functional values include BEC price and its proenvironmental attributes BEC being a radical innovation they carry a price premium to similar conventional cars hence the prices negatively influence con sumer attitudes Park Lim and Cho 2018 Degirmenci and Breitner 2017 found that Australian consumers perceptions of BECs help ing environmental sustainability reducing pollu tion and saving natural resources influence consumers attitudes In other sustainability prod uct context studies the functional value influ ences consumers choice behaviors Rahnama 2017 Khan and Mohsin 2017 If the consumers expect the BEC would satisfy their needs it would positively influence their attitudes toward BEC Hence based on statements we hypothe size that H1a BEC functional value positively affects con sumer attitude Figure 1 Proposed theoretical framework with distinctivenesssource own elaboration 136 A SHARMA ET AL Social value Social value refers to the perceived advantages of owning the product associated with a partic ular demographic social socioeconomic or cul tural group Sheth Newman and Gross 1991 According to studies on consumer behavior and the environment consumers sense of who they are influences their propensity to buy green goods Van der Werff Steg and Keizer 2014 Sharma et al 2020 BECs communicate consum ers commitment to societal wellbeing by low ering air pollution and by buying them consumers may want to improve their environ mental selfidentity Barbarossa De Pelsmacker and Moons 2017 Liu et al 2021 Individuals may visualize how others in their social circles respond when they see them possessing a BEC Han et al 2017 Consumers who believe the BEC meets their social signaling requirements will like it Hence based on statements we hypothesize that H1b BEC social value positively affects consumer attitude Epistemic value We consider the definition of epistemic as of or relating to knowledge indicating a teleological connection to knowledge or epistemic goods more generally defined as genuine convictions insights and the like given that they do not constitute knowledge Hazlett 2016 Consumers are intrigued by radical innovations since they do not know what to expect they struggle to do so because they are unfamiliar with the product category and unsure of its advantages Dahl and Hoeffler 2004 The epistemic value of a product lies in its ability to arouse curiosity provide nov elty and satisfy the consumers need for knowl edge Sheth Newman and Gross 1991 Epistemic value influences choices when a person is bored with a product intrigued about something new or wants to try something new Faustine 2015 The epistemic value of a BEC is its uniqueness on the road signaling the consumer as an inno vation flagbearer Han et al 2017 find that epistemic value positively influences BEC PI in the Chinese context BECs are unquestionably innovative and we anticipate a significant push toward their widespread use driven by techno logical curiosity Hence based on statements we hypothesize that H1c BEC epistemic value positively affects con sumer attitude Conditional value A products conditional value is its perceived util ity due to a particular circumstance or set of circumstances the decisionmaker faces Sheth Newman and Gross 1991 Conditional value significantly influences consumers ProEnvironmental Behavior PEB Lin and Huang 2012 and organic food purchase behavior Finch 2006 Prior research in BEC adoption documents a positive influence of price discounts Ghasri Ardeshiri and Rashidi 2019 and a favorable government policy framework Huang and Ge 2019 With conditional value comprising financial incentives like upfront price discounts and toll tax exemptions we anticipate that con sumers shall like to utilize this opportunity avail able while purchasing a BEC and hence based on statements we hypothesize that H1d BEC conditional value positively affects con sumer attitude Moderating effect of emotional value In their study Sheth Newman and Gross 1991 infer that emotional value is most influential in dis criminating smokers from nonsmokers Consumers shall derive emotional value from a BEC by imag ining a feeling of making a personal contribution to societys betterment by being a better person Positive anticipated emotions drive cognitive assessments Lerner et al 2015 and are likely to impact con sumers judgment in evaluations involving radical innovations like BEC since consumers have never made such a buying decision earlier BEC is a radical green innovation that shall require an extensive evaluation of the possibilities which shall make a consumer likely to a worry about some possibilities b have a concern toward evaluation accuracy c feel interested as some possibilities may not be as daunting as thought earlier and d appreciate the decisionmaking process Worries concerns interests and satisfac tion are epistemic emotions that influence JouRnAL of InTERnATIonAL ConSuMER MARkETIng 137 cognitive decisionmaking Morton 2010 Some consumers will buy green products because they know conventional products are harmful to the environment while others will buy them for per sonal gain Stern et al 1999 Preventionoriented consumers in developing markets will likely pri oritize reliabilityrelated and functional product features Chernev 2004 like its environmental friendliness compared to a conventional car Since BEC is a conspicuous product consumers eval uation of social perceptions of selfimage shall generate selfconscious emotions of a pride when actions are identity congruent and b guilt when actions are identity incongruent Tracy and Robins 2004 Baumeister et al 2007 Tangney 1999 Consumers with altruistic values shall consider the conditional value as an extra monetary benefit in their purchase decision while egoistic consum ers shall purchase BEC when it makes financial sense We expect positive anticipated emotions operationalized as the emotional value will inter act with other value dimensions in the CPV framework in forming an attitude toward BEC Hence based on the statements we hypothe size the following H1eH1fH1g BEC emotional value shall have a significant positive interaction with its functional valuesocial valueepistemic value in forming con sumer attitudes H1h BEC emotional value shall interact with the conditional value in forming consumer attitude such that i at low emotional value an increase in condi tional value shall positively enhance the consumer attitude towards BEC ii at high emotional value an increase in conditional value shall enhance the con sumer attitude only marginally BEC purchase intention Consumer intentions encapsulate the motivating factors that affect behavior they are signs of how far individuals are willing to attempt and how much effort they intend to put in to perform the behavior Ajzen 1991 The more determined the desire to conduct a behavior the more likely it is Numerous studies in BEC Shankar and Kumari 2019 Pradeep Amshala and Kadali 2021 and other green purchase contexts Lavuri 2022 have shown that consumer attitudes positively influence consumers PI With consumers evaluating BEC on five value dimensions a positive attitude will affect the BEC PI positively Hence we hypothesize that H2 Consumer attitude positively affect consumer BEC PI Method This study examines the elements of consumer attitude that affect the purchase intentions of radical green innovations in an emerging market Procedure and sample The previous study on BECs provides wellestablished measures to assess consumption values attitudes and purchase intentions In pretesting we administered the survey to 30 people mainly university staff to see whether there were any issues such as poor wording or a long administration time The findings of pilot testing such as rewording the text were imple mented Next the study utilizes an online ques tionnaire to assess hypotheses quantitatively Google Forms application is used to design the survey questionnaire The survey questionnaire consists of two sections The first assessed respon dents demographics and familiarity with auto mobiles and the second included questions measuring constructs related to BEC purchase intention We used three filtering questions a The minimum age of a respondent 25 years b Owning at least one automobile in their house hold c possessing an awareness of the availabil ity of BEC in the marketplace The primary data collection for the study is in India an emerging market The rationale for implementing the ques tionnaire in India includes low BEC market pen etration rapid industrialization increasing awareness of air pollution issues caused by auto mobiles and a supportive government policy framework The specific respondents are selected because of their age awareness of BECs and car presence in their household Individuals received the hyperlink to the online survey participation in which was voluntary with no incentive to the respondents in exchange for their participation The invitation to participate in the survey reached around 3500 individuals through social networks 138 A SHARMA ET AL We establish the sample size requirements from two considerations First using the GPower soft ware program which finds immense use in behav ioral and social sciences Faul et al 2007 Considering an effect size of 015 α 001 power 1β 099 four predictors power analysis involv ing a Linear Multiple Regression Increase in R square test gives 219 as the recommended sample size Second the sample is higher than five times the number of items 15 thumb rule Bentler and Chou 1987 Golob 2003 A total of 251 valid responses were received for statistical purposes in the study after discarding three neutral responses and one response with acquiescence bias chose only one selection for all the questions There were no missing values as all the questions were compulsory and needed responses to submit the questionnaire successfully Questionnaire and measurements The constructs in the proposed research frame work are measured using a multiitem fivepoint Likert scale ranging from strongly disagree 1 to strongly agree 5 The total measures were 24 in the questionnaire representing five consumption values consumer attitude and consumer PI All 24 items are adapted from existing studies For instance three items measure PI with two items from HiguerasCastillo et al 2019 and one item from Mohamed et al 2016 and four items mea sure consumer attitude of which two are from Han et al 2017 and two are from Mohamed et al 2016 The four items of Functional value are from Degirmenci and Breitner 2017 three items of Social value are from Liu et al 2021 three items of Epistemic value are from Han et al 2017 three items of Conditional value from which two are from Wang Cao and Zhang 2021 and one from Woo and Kim 2019 and two items of Emotional value from Khan and Mohsin 2017 Refer to the Appendix for the details of the scale items and their source studies Data analysis To analyze the proposed theoretical framework we apply Structural Equation Modeling SEM since this methodology allows an investigation of systematic relationships between multiple inde pendent and dependent variables We utilize the PLSbased approach for SEM since a the method finds wide application in social science disci plines b it enables the estimation of complex models without imposing distributional assump tions on the data and c it has a higher degree of statistical power Hair et al 2019 For data analysis we used the software SmartPLS 4087 Following the guidelines of Hair et al 2019 we examine the measurement outer model followed by the structural inner model for the relevance and significance of indicators and explanatory power of the proposed model Finally following the guidelines by Memon et al 2019 we examine moderation relationships Common method variance The onefactor test Harman 1967 measures the method variance in the data Since we use an online questionnaire and each variables data is selfreported common method bias shall happen Podsakoff et al 2003 Harmans 1967 onefactor test states that a single factor will explain more than 50 of the variation in a principal compo nent factor analysis without rotation if there is common method bias In this study data when the factor analysis is limited to just one factor that one factor fell below this benchmark Since the test showed that no single factor explained more than 50 of the difference common method bias is not likely to happen in this study Data analysis and discussion Sample profile Responses to the survey were received from 21 States of India however a significant concentra tion of responses was from North Indian States The percentage of respondents living in a the State of Uttar Pradesh is 32 b the Union ter ritory of Delhi is 18 c the State of Uttarakhand is 9 d the State of Haryana is 8 e Punjab Karnataka West Bengal Maharashtra is 4 each and f states of Himachal Pradesh Chandigarh Rajasthan Gujarat Goa Madhya Pradesh Jharkhand Chattisgarh Telangana Bihar Assam Tamil Nadu and Kerala is total 17 with each JouRnAL of InTERnATIonAL ConSuMER MARkETIng 139 State contributing less than 4 individually Among the responses received 32 are female and 68 are male The percentage of respondents with age in categories a 2534 years is 47 b 3544 years is 42 c and the categories of 4554 years and 54 years and above constitute 5 each The respondents annual household income is a between 6250 15000 is 30 b between 1500022500 is 21 c between 22500 30000 is 22 and d above 30000 is 27 All the respondents have a car in their household with 61 having 1 car 32 having 2 cars and 7 owning 3 or more cars Validation of the structural model In the measurement outer model we examine 1 the indicator loadings and multicollinearity 2 Composite Reliability and 3 Construct valid ity convergent validity discriminant validity and the Heterotraitmonotrait HTMT ratio Indicator loadings and multicollinearity The proposed model excludes indicators with construct loadings of less than 070 Hair et al 2019 remaining indicators are significant with p values 005 refer to Table 1 Collinearity assessment involves examining each indicators Variance Inflation Factor VIF values Our mod els VIF values range from 133 to 302 for all indicators less than the threshold acceptable limit of 330 Kock 2015 indicating an absence of a collinearity problem This result also substantiates the nonpresence of common method bias Kock 2015 Composite reliability Composite reliability CR values for all the constructs are above the recommended cutoff value of 0708 and lower than the maximum rec ommended value of 095 Diamantopoulos et al 2012 Drolet and Morrison 2001 Hair et al 2019 Cronbach Alpha satisfies the minimum criteria of 07 for all the constructs The values of RhoA measure all greater than 07 Dijkstra and Henseler 2015 Hair et al 2019 indicating good internal reliability of the respective scales Refer to Table 1 Construct validity It includes an assessment of convergent validity discriminant validity and the HeterotraitMonotrait HTMT ratio To establish convergent validity the Average Variance Extracted AVE for con structs should be higher than 050 Fornell and Larcker 1981 and our model satisfies this requirement Refer to Table 1 For discriminant validity the AVE of each con struct should be greater than the squared interconstruct correlation of that same construct and all other reflectively measured constructs in the structural model Fornell and Larcker 1981 and the HeterotraitMonotrait HTMT ratios Henseler Ringle and Sarstedt 2015 of the cor relations are all less than 09 refer to Table 2 and 3 respectively Both results confirm each constructs discriminant validity in the pro posed model The measurement model results specified that all the recommended check parameters lie within acceptable statistical limits and are acceptable Evaluation of the structural model The structural model analysis includes examining the coefficient of determination R2 and the sta tistical significance of the structural relationships For the statistical output of structural model anal ysis refer to Table 4 Figure 2 provides the results of testing the direct paths of the hypotheses R2 value measures the variance explained by each endogenous construct also referred to as the insample predictive power of the model Rigdon 2012 Our models R2 for attitude is 0675 and for PI is 0530 Both the R2 values are more than 050 and less than 075 and lie in the moderate range Henseler Ringle and Sinkovics 2009 Hair Ringle and Sarstedt 2011 To examine the path coeffi cients statistical significance we perform a boot strapping process with 5000 samples We first assess the influence of consumption value constructs in forming attitudes The influence of i CV ii FV iii EPV is positive and significant while the SV is insignificant Hence the hypotheses H1a H1c and H1d are accepted while H1b is not accepted Hence we can conclude that the strongest influence on the ATTITUDE construct is of CV β 423 followed by the FV β 0340 and lastly by the 140 A SHARMA ET AL EPV β 0119 The influence of ATTITUDE on PI is positive and significant β 0729 hence hypothesis H2 is accepted Moderation analysis As per the hypotheses the emotional value of BEC moderates the relationship between other consump tion value constructs and consumer attitudes Moderation analysis includes examining 1 the appropriateness of EMV as a moderator and 2 the statistical significance of the interaction terms EMV as a moderator We perform the PLS algorithm to observe R2 values in the two models considering the EMV construct as a an antecedent to attitude Table 1 matrix of factor loadings Cronbach alpha rhoa Cr and aVe Construct Indicators standardized loadings Cronbachs alpha rhoa Composite reliability Cr average Variance extracted aVe functional value fV fV1 In my opinion that Battery electric Cars are important to save natural resources 0747 0713 0723 0839 0635 fV3 In my opinion Battery electric Car contributes to environmental sustainability 0844 fV4 In my opinion Battery electric Car produces less noise pollution than conventional vehicles 0798 social value sV sV2 Driving a Battery electric Car would show others that I care about the environment 0944 0900 0922 0952 0908 sV3 Driving Battery electric Car can improve my social status 0962 epistemic value ePV ePV1 Driving Battery electric Car characterizes me as a person who likes to try something different 0802 0828 0837 0897 0745 ePV2 Driving Battery electric Car characterizes me as a person who is a pioneer in the technological sphere 0883 ePV3 Driving Battery electric Car characterizes me as a person who enjoys the benefits of innovation 0901 Conditional value CV CV1 I will purchase Battery electric Car if offered at a discount 0788 0737 0736 0851 0655 CV3 for adopting Battery electric Car the direct subsidy policy of the government is attractive to me 0807 CV4 for adopting a Battery electric Car toll road exemptions are valuable to me 0834 emotional Value emV emV1 Buying the Battery electric Car instead of conventional car will make me feel that I am making a personal contribution to something better 0933 0814 0834 0914 0842 emV2 Buying the Battery electric Car instead of conventional car will make me feel like a better person 0902 attitude att att1 I am interested in Battery electric Cars 0806 0834 0842 0901 0752 att2 It gives me a positive feeling to buy Battery electric Cars 0890 att4 I believe buying a Battery electric Car will reduce climate change 0903 Purchase Intentions PI PI1 next time I buy a car I will consider buying a Battery electric Car 0876 0784 0812 0873 0698 PI2 I have an intention to drive a Battery electric Car in the near future 0875 PI3 I am willing to spend more money to buy a Battery electric Car 0748 Table 2 Discriminant validity statistics of the indicators att CV emV ePV fV PI sV att 0752 CV 0545 0656 emV 0391 0289 0843 ePV 0301 0283 0277 0745 fV 0365 0209 0389 0137 0635 PI 0531 0339 0365 0224 0421 0697 sV 0248 0187 0381 0292 0234 0286 0908 note the main diagonal represents the average Variance extracted aVe other values are the squared interconstruct correlations Table 3 Htmt ratio values of the constructs in the proposed model att CV emV ePV fV PI sV att CV 0842 emV 0744 069 ePV 0653 0683 0635 fV 0775 0624 0799 0477 PI 0887 0749 0744 0577 0857 sV 0563 0528 0716 0614 0598 0621 JouRnAL of InTERnATIonAL ConSuMER MARkETIng 141 formation and b a moderator in the proposed model Memon et al 2019 We compute the f2 value for the ATTITUDE construct in model b considering model a as the benchmark for the computation The f2 value is 0070 for ATTITUDE The f2 values of 0005 001 and 0025 correspond to small medium and large effect sizes Kenny nd Hair et al 2019 We conclude that EMV as a moderator significantly increases the R2 f2 0070 large effect size and better contributes to the proposed model Statistical significance of the interaction terms The statistical output of the interaction terms in Table 5 demonstrates a significant interaction of EMV with FV and CV in forming the ATTITUDE However the interaction of EMV with EPV and SV is insignificant The slope plots for interaction terms EMV x FV and EMV x CV are in Figures 3 and 4 respectively In FV under the low EMV condi tion ATTITUDE increases with increasing FV however when EMV is high there is a substan tial increase in ATTITUDE with increasing FV In CV under low EMV conditions there is a substantial increase in the ATTITUDE with increasing CV while in high EMV conditions there is relatively less increase in ATTITUDE with increasing EMV Hence the hypotheses H1e and H1h are accepted while H1f and H1g cannot be accepted due to insignificant interaction effects Table 4 structural model results of path analysis Construct structural relationship r2 adjusted standardized coefficients t statistics P Values f2 Hypothesis Inference fV fV att 0675 0340 5465 0000 0159 H1a accepted sV sV att 0035 0621 0543 0002 H1b rejected ePV ePV att 0119 2121 0034 0022 H1c accepted CV CV att 0423 7570 0000 0311 H1d accepted att att PI 0530 0729 20716 0000 1134 H2 accepted Figure 2 pvalue 0001 pvalue 001 and pvalue 005 and ns nonsignificant r2 coefficient of determinationsource own elaboration Table 5 moderation effect statistical output of the interaction terms emV moderation effect standardized coefficients t statistics P Values Confidence interval Hypotheses 250 9750 emVfV att 0102 2730 0006 0025 0171 H1e emVsV att 0045 1007 0314 0039 0138 H1f emVePV att 0016 0309 0757 0077 0120 H1g emVCV att 0119 2159 0031 0212 0005 H1h 142 A SHARMA ET AL Discussion Identifying the determinants of consumer attitude influencing the purchase intentions of radical green innovations in an emerging market forms the core of this study We used the CPV theoretical framework to identify the determinants and the interactive role of anticipated emotions Our first research question seeks to identify and prioritize the factors influencing consumers attitudes toward BECs in emerging markets Results demonstrate a significant positive effect Figure 3 Interaction effect of emV on fVatt relationship Figure 4 Interaction effect of emV on CVatt relationship JouRnAL of InTERnATIonAL ConSuMER MARkETIng 143 of a conditional values b functional values and c Epistemic values in the decreasing order of strength of influence Perceived conditional value exerts the strongest influence highlighting the immense strategic importance of Government policies related to BEC purchase subsidies and daytoday toll tax exemptions The subsidy framework reduces the overall cost of acquiring and operating a BEC enhancing its functional value This result is also congruent with previous examinations conducted in China Huang and Ge 2019 an emerging economy however our results differ in comparison to advanced econ omies like the United Kingdom Carley Siddiki and NicholsonCrotty 2019 Next in influence is the functional value with BECs sustainabilityrelated attributes forming the core while the BECspecific characteristics such as pricing and resale value are found to be low in strength not in the model In the BEC con text similar findings emerge in other research Degirmenci and Breitner 2017 where respon dents prioritize BEC green performance over other functional attributes Although there is an ongoing discussion on whether or not a Battery Electric Car is environmentally friendly Rezvani Jansson and Bengtsson 2017 consumers in emerging economies like India seem desperate for solutions to the countrys significant air pol lution problem and BEC seems to be a viable option Since marketing is a transaction meant to meet the demands of consumers in a society Anderson Challagalla and Mcfarland 1999 it stands to reason that consumers would welcome radical green innovations that try to do the same Lastly the epistemic value of the innova tion lies in its ability to attract consumers to try something different or experiment by purchasing it Faustine 2015 It exerts a positive influence acknowledging that consumers perceived a BEC as a radical innovation Our result is in sync with the findings in the BEC context Han et al 2017 The social value of BEC is statistically insig nificant in our sample This result contrasts the findings in the advanced economies where BEC significantly influences consumers PI in a Germany DellaValle and Zubaryeva 2019 b the US White and Sintov 2017 and c the Nordic region Noel et al 2019 The finding lends credence to the theory of market hetero geneity Sheth 2011 which holds that resource constraints such as a wide range of haves and havenots in terms of income and net worth play a more significant role than the diversity of con sumers needs desires and aspirations The social value of BEC would depend on prevailing social norms and anticipated appreciation and admira tion by peer groups Consumers biospheric val ues increase the consumers willingness to take environmental measures despite the potential financial burden however it needs supportive situational cues Steg et al 2014 When individ uals feel they will get pleasure and satisfaction from positive environmental action they are more inclined to take it upon themselves even if the activity is challenging Steg et al 2014 Nonsupportive situational cues of fear of lack of appreciation from significant and known oth ers attenuate the proenvironmental resolve of purchasing a highprice BEC especially when conventional gasoline cars are more socially accepted Our results corroborate previous research work in an emerging economy Jain Bhaskar and Jain 2022 The second research question examines the interaction effects of the perceived emotional value of BEC and the cognitive evaluation of the benefits of owning BECs Individuals engaged in environmental protection feel the dominance of anticipated positive emotions Odou and Schill 2020 The moderation analysis demonstrates that consumers emotional value perceptions toward BECs interact with functional and conditional values in forming consumer attitudes The per ceived emotional value strengthens the influence of functional value perceptions perceived green performance and perception of a pollutionfree environment from BEC usage even without a consensus on productspecific details The inter action of emotional value with the conditional value influences attitude formation such that con sumers with low emotional value perceptions feel BECs conditional value is pertinent and strength ens their attitude significantly however consum ers with high emotional value perceptions view it as an additional benefit in their purchase deci sion Both emotional and practical considerations 144 A SHARMA ET AL are involved in making a purchase Those who are less emotionally linked tend to focus on the monetary benefits ie the conditional value while the emotionally connected consider the conditional value to be significant but more peripheral in their decisionmaking criteria Lastly the interaction effect of perceived emo tional value with social and epistemic values is insignificant In our study the social value is insignificant in influencing attitudes probably due to an absence of anticipated appreciation from the consumers social circle For insignifi cant interaction of the epistemic value with emo tional perceptions leads us to ask if electric versions of conventional cars are sufficiently unique and intriguing to engage buyers emotionally The study though makes a comparison of the findings with the findings in the previous studies in advanced economies however specific studies are essential to illustrate such differences and instead it aims to unearth preliminary pieces of evidence of underlying divergence in consumers perceptions toward BEC adoption in the two contexts Theoretical and practical implications Theoretical implications The current research contributes to the literature by giving a comprehensive framework that links latent constructs including relationships addressed in isolation and those not studied before to the perceptions of potential BEC consumers Furthermore we examine the outcomes of devel oped markets such as the United States Germany and others looking for differences and parallels in the choice preferences of the two markets As a result understanding of the factors influencing consumers attitudes toward adopting a radical green innovation in an emerging market has broadened Considering that emerging markets are typically more resilient and suspicious the key contribution of this research is to investigate the integrative influence of consumers positive anticipated emotions in the JDM process Earlier studies document such findings in green product purchase contexts Khan and Mohsin 2017 Ladhari and Tchetgna 2017 however we see that the anticipated positive emotions interact and influence consumer attitudes toward radical green innovations like BECs also We observe that ours is a novel investigation undertaken in the seg ment of radical green innovations BECs in the context of emerging markets therefore our addi tion to the literature in this field is significant Our study also highlights potential disparities in consumer choice preferences across emerging economies and mature markets by focusing on a key emerging nation ie India with limited BEC research Practical implications The findings have implications for policymakers and marketers concerning policies and marketing initiatives to encourage the adoption of BECs in emerging markets First the finding of conditional value as the strongest influencer of consumer attitude under scores the importance of the Governments con ducive policy framework Hence to hasten the widespread adoption of BECs and to raise public awareness of the policys positive effects market ers must integrate the knowledge of supportive policy framework into their communication The consumers emotional attachment to the support ive policy framework reflects its strong marketing appeal to both segments of prospective consum ers ie those with egoistic rationale and those with altruistic rationale in purchasing a BEC Second the confluence of functional and emo tional value perceptions highlights that individ uals in an emerging economy like India regard BEC as a response to the concerns caused by severe air pollution and sees marketing as solving the demand for cleaner air in cities For market ing managers this finding unearths a vital com munication pathway of perceived green benefits of BEC that consumers shall appreciate in owning a BEC Thus marketing managers must create environmentally positive emotionladen messages to communicate the importance of BEC ownership Third though the epistemic value perceptions positively influence consumer attitude an inabil ity of anticipated positive emotions to influence them indicates limited consumer curiosity and JouRnAL of InTERnATIonAL ConSuMER MARkETIng 145 surprise element available in electric variants of existing gasoline cars The epistemic emotions of surprise curiosity and confusion promote knowl edge exploration Vogl et al 2019 In our case the BEC manufacturers may consider offering new BECs models instead of electric variants of existing gasoline cars New BEC models may pro vide more novelty and arouse curiosity among consumers thus promoting knowledge explora tion and subsequent involvement Finally BECs inability to signal a consumers green selfidentity in society indicates that con sumers are in a moral conundrum Since con sumers positively perceive the green benefits that a BEC imparts promotional campaigns must include episodic references involving BEC owners receiving appreciation from their known acquain tances It shall convey the merit of being morally good instead of homoeconomicus Thus creat ing favorable norms shall provide an exit to the present moral conundrum Conclusion limitations and future research The study contributes to examining the interac tive influence of consumer anticipated emotions on the cognitive evaluations of radical green innovations such as BECs A study conducted in an emerging economy India reveals consum ers put immense value in a the subsidy policy framework of the Indian Government b the green characteristic of BEC in its ability to pro vide relief from air pollution issues and c BEC as a substitute for conventional cars Consumers positive anticipated emotions interact with the cognitive evaluation of BECs green values to strengthen attitudes and consumers with positive anticipated emotions consider Government policy incentives to be more peripheral in their JDM process Governments have a helpful role in transitions toward sustainability Our data demonstrate the significant impact of government policies on con sumers propensity to acquire BEC In Mexico infrastructure for battery charging stations is con structed through publicprivate cooperation for example see Meszaros et al 2020 The findings also suggest that customers value and cherish the ecofriendly qualities of BEC The fact that BECs produce no tailpipe emissions demonstrates their value in combating air pollution We anticipate the same outcomes in other developing econo mies fighting the scourge of air pollution Consumers seek to satiate their epistemic needs and this influences their intentions however in our study their influence is weak and consumers affect states do not strengthen them One reason can be a lack of variety in models Other emerg ing economies such as India Thailand Indonesia and Malaysia are developing their own local BEC models The findings indicate that the electric variants of existing conventional cars may not generate enough curiosity in consumers hence new electric car designs are needed The inability of social norms to influence consumers intent toward BEC indicates weak descriptive norms toward BEC Coming back to the managerial question of how marketers can ameliorate the situation of low BEC sales in emerging markets our study provides preliminary inputs on the factors which influence consumer JDM in an emerging market Marketers can significantly increase their sales by providing more impetus to a increase aware ness of conducive subsidy policy framework b create conducive social norms leading consumers to shed their reservations of lack of appreciation from significant and known others and c explore the possibility of offering new BECs in the marketplace instead of electric variants of existing cars Although this study does not com pare the antecedents of BEC adoption intentions in mature and emerging markets our results provide sufficient evidence that some of the results of this study compared to similar results of studies performed in advanced economies are in divergence Despite the original conclusions this study provides it has certain limitations that future studies can address First this study is limited to determining the effect of perceptions of con sumption values on the formation of consumer attitudes and its subsequent impact on the inten tion to buy a radical green productBEC hence we used constructs deemed suitable for the pro posed model However additional significant factors may impact a consumers BEC PI that we did not explore here Second there is no way 146 A SHARMA ET AL to generalize the findings since the sample was nonprobabilistic and accessibility based This studys findings provide evidence of novel links in radical green innovation that need more investigation in the context of developing mar kets Third we consider the influence of antic ipated emotions in the current study however we cannot ignore the effect of consumers mood states and anticipatory emotions The prepurchase emotions are consumerspecific with some con sumers possibly a recalling any memory of past experiences with the automobile manufacturer mood congruency and b forming representa tive images of BECs anticipatory emotions Hence we recommend a separate study focusing on the other prepurchase emotions mood states and anticipatory emotions and examining their influence on consumer attitudes Lastly examin ing the influence of behavioral spillover demands the attention of researchers Our results precisely the ecofriendly value indicators of BECs func tional value point toward a possible positive behavioral spillover from previous PEBs research in this direction has received scant attention compared to examining behavioral spillover from a difficult first PEB to a subsequent easy PEB We recommend a study to assess the effect of behavioral spillover and its mechanism from easy first PEBs to purchasing a BEC a diffi cult PEB We hope that the study shall provide sufficient impetus to the research community and that more research on specific relationships in radical green innovations will happen in the future in the emerging market context so that international marketers shall tailor their product offerings in line with the needs of the consumers there Acknowledgments For their insightful remarks on a prior version of the work we are grateful to our anonymous reviewers The infrastructural support in terms of resources and facilities provided by the Jaipuria Institute of Management Noida India in completing this study is gratefully acknowledged Disclosure statement No potential conflict of interest was reported by the authors ORCID Abhinav Sharma httporcidorg0000000281345320 Deepak Singh httporcidorg0000000315168589 References Aaker J L and A Y Lee 2006 Understanding regulato ry fit Journal of Marketing Research 43 1159 doi 101509jmkr43115 Ajzen I 1991 The theory of planned behavior Organizational Behavior and Human Decision Processes 50 2179211 httpsdoiorg1041359781446249215n22 Anderson W T G N Challagalla and R G Mcfarland 1999 Anatomy of exchange Journal of Marketing Theory and Practice 7 4819 doi 10108010696679199911501847 Ashraf A R M A Razzaque and N Thongpapanl 2016 The role of customer regulatory orientation and fit in online shopping across cultural contexts Journal of Business Research 69 1260407 doi 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Sustainability Switzerland 11 3668 doi 103390 su11030668 Appendix Questionnaire constructs notation scale items and their source studies Construct notation scale items source BeC functional Value fV fV1 In my opinion that Battery electric Cars are important to save natural resources Degirmenci and Breitner 2017 fV2 In my opinion Battery electric Cars are reasonably priced fV3 In my opinion Battery electric Car contributes to environmental sustainability fV4 In my opinion Battery electric Car produces less noise pollution than conventional vehicles BeC social Value sV sV1 Battery electric Car can express my self image liu et al 2021 sV2 Driving a Battery electric Car would show others that I care about the environment sV3 Driving Battery electric Car can improve my social status BeC epistemic Value ePV ePV1 Driving Battery electric Car characterizes me as a person who likes to try something different Han et al 2017 ePV2 Driving Battery electric Car characterizes me as a person who is a pioneer in the technological sphere ePV3 Driving Battery electric Car characterizes me as a person who enjoys the benefits of innovation BeC Conditional Value CV CV1 I will purchase Battery electric Car if offered at a discount Woo and kim 2019 CV2 Battery electric Car registration fee exemption provided by the government is valuable to me Wang Cao and Zhang 2021 CV3 for adopting Battery electric Car the direct subsidy policy of the government is attractive to me CV4 for adopting a Battery electric Car toll road exemptions are valuable to me BeC emotional Value emV emV1 Buying the Battery electric Car instead of conventional car will make me feel that I am making a personal contribution to something better khan and mohsin 2017 emV2 Buying the Battery electric Car instead of conventional car will make me feel like a better person attitude att att1 I am interested in Battery electric Cars Han et al 2017 att2 It gives me a positive feeling to buy Battery electric Cars att3 In the longterm I think buying a Battery electric Car is more costeffective than owning a conventional car mohamed et al 2016 att4 I believe buying a Battery electric Car will reduce climate change BeC Purchase Intentions PI PI1 next time I buy a car I will consider buying a Battery electric Car HiguerasCastillo et al 2019 PI2 I have an intention to drive a Battery electric Car in the near future PI3 I am willing to spend more money to buy a Battery electric Car mohamed et al 2016 Items marked are not considered in the statistical assessment due to low path loadings