Consuming an environmentally friendly product such as an electric car (EC) requires a certain level of sacrifice from the consumers’ side because of the price, the limited choice, or the uncertain performance. While some consumers perceive EC as a luxury product, some others perceive EC as a functional product, especially younger consumers. We investigate whether environmental knowledge and social influence stimulate younger consumers’ intention to purchase EC. We further explore whether environmental knowledge relates to the fear of missing out (FOMO) and investigate the role of materialism in the relationship. Based on self-determination theory to explain how intrinsic and extrinsic motivation drive intention to purchase EC, we also extend the understanding by utilizing self-presentation theory to explain the relationship between knowledge, materialism, FOMO, and purchase intention. We conducted an online survey towards younger consumers who are affluent in purchasing EC. A total of 379 responses were collected and further analyzed using variance-based partial least squares. Results showed that social influence positively stimulates younger consumers’ intention to purchase EC in the future. However, Environmental knowledge is fully mediated by FOMO, and it negatively influences younger consumers’ intention to purchase EC. Further, younger consumers with higher (vs. lower) levels of materialism have a higher (vs. lower) level of FOMO, amplifying the positive influence of environmental knowledge on FOMO. These findings implied how environmental knowledge causes younger consumers with higher levels of materialism to feel FOMO, and this mechanism led to reduced EC purchase intention. Theoretical and practical contributions are further discussed.

Authors:
Rokhima Rostiani, Universitas Gadjah Mada, Indonesia
Arief Fathoni Argadian, Universitas Gadjah Mada, Indonesia
Ajeng Septiana Wulandari, Universitas Gadjah Mada, Indonesia

About the Presenter(s)
Rokhima Rostiani is a lecturer at the Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada in Indonesia. Her research interests are in the field of consumer behavior and social marketing.

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