Influence of Environmental Concerns on Electric Vehicle Purchase Decisions in Emerging Urban Markets: An Integrated Generalized Structured Component Analysis Approach

This study examines the factors influencing electric vehicle (EV) purchase decisions in Bangkok, employing Integrated Generalized Structured Component Analysis (IGSCA) to test a causal relationship model. We investigated the mediating roles of Information Search and Evaluation of Alternatives in the relationship between Perception of Needs and the final Purchase Decision (modeled as Vehicle Brand preference). Data were collected from potential EV buyers using a validated questionnaire. The analysis utilized IGSCA for its ability to handle mixed-factor component models, complemented by confirmatory factor analysis to validate the measurement model. Additionally, we employed moderation analysis to examine the interaction effects between key variables. The structural equation modeling revealed significant mediation effects, with the model demonstrating robust fit and explaining a substantial portion of Vehicle Brand variance. Notably, the hypothesized moderating role of Evaluation of Alternatives was statistically significant (β = 0.108, p < 0.001), revealing that EA strengthens the relationship between Information Search and Vehicle Brand. These findings suggest a paradigm shift in EV marketing strategies, emphasizing the importance of engaging consumers in comprehensive evaluation processes. For policymakers, our results underscore the need for a holistic approach to EV promotion, integrating consumer education with infrastructure development. This research advances the understanding of consumer behavior in emerging technology markets, providing a valuable framework for future studies on sustainable transportation adoption. Our methodological approach offers a robust template for analyzing complex consumer decision-making processes in high-involvement purchases.