What drives customers crazy for green vehicles? a fuzzy AHP approach

The objective of the study was to investigate different factors that influence the intention to purchase green vehicles and prioritize these factors to identify the most critical factor. The use of green vehicles, such as electric or hybrid vehicles, can significantly reduce greenhouse gas emissions, air pollution, and dependence on fossil fuels. Therefore, purchasing green vehicles can contribute to sustainable development by reducing the negative impact of transportation on the environment. Fuzzy AHP is an extension of the traditional AHP method that incorporates fuzzy logic. AHP breaks down complex problems into hierarchies of criteria and alternatives, enabling evaluation and prioritization. The study used fuzzy AHP to rank factors influencing individuals' intention to purchase green vehicles, based on 302 responses. Fuzzy AHP allows for flexible assessment considering uncertainties in decision-making. Harman's single-factor test was conducted to verify common method bias. The results revealed six factors that affect intentions to purchase green vehicles, with environmental concern (EC) being the most crucial and mass media influence (MMI) the least significant factor. However, as the study was conducted in India only, the generalizability of the findings to other countries may be limited. Additionally, the study is cross-sectional, and several factors that could have a significant impact on customers' purchase intentions are not included in the analysis. The study has implications for managers, practitioners, and government agencies. The use of fuzzy AHP in the proposed conceptual framework adds to the literature by providing a better empirical understanding of the primary determinants of customers' purchasing behaviour concerning green vehicles in India. The research also introduces fuzzy AHP as one of the multi-criteria decision-making (MCDM) techniques in the field of green vehicle purchasing, offering a comprehensive view of the significant motivations behind people's favourable attitude towards green vehicles from a theoretical perspective.