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O papel da sustentabilidade na perceção de valor e intenção de compra de veículos elétricos
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A crescente consciencialização ambiental e a transição energética têm impulsionado uma mudança profunda no setor automóvel, promovendo a adoção de veículos elétricos como alternativa sustentável aos veículos convencionais. Este estudo analisa os fatores determinantes da perceção de valor e da intenção de compra de veículos elétricos no contexto português, à luz da Teoria do Comportamento Planeado. O modelo conceptual integra dimensões funcionais (qualidade e preço), emocionais, sociais e ambientais, bem como a perceção de risco, a confiança na marca e as políticas públicas, avaliando os seus efeitos diretos e indiretos sobre a atitude e a intenção de compra. A investigação baseia-se num inquérito por questionário aplicado a 210 participantes, tendo os dados sido analisados através da técnica de Modelação de Equações Estruturais por Mínimos Quadrados Parciais (PLS-SEM), com recurso ao software SmartPLS 4. Os resultados demonstram que o valor ambiental, o valor emocional e a confiança na marca influenciam significativamente a atitude, que, por sua vez, se confirma como o principal preditor da intenção de compra. As dimensões funcionais (preço e qualidade) e o risco percebido revelaram efeitos não significativos, enquanto a perceção política não apresentou um efeito estatisticamente significativo na atitude, sugerindo que, nesta amostra, as políticas públicas são menos determinantes do que fatores pessoais e emocionais. O estudo contribui para a literatura sobre comportamento do consumidor e mobilidade sustentável, evidenciando a importância dos fatores simbólicos e afetivos na formação de atitudes pró-ambientais e oferecendo implicações práticas para marcas e decisores políticos.
The growing environmental awareness and the global energy transition have been driving a major transformation in the automotive sector, fostering the adoption of electric vehicles as a sustainable alternative to conventional cars. This study analyses the determinants of perceived value and purchase intention of electric vehicles in the Portuguese context, drawing on the Theory of Planned Behavior. The conceptual model incorporates functional (quality and price), emotional, social, and environmental dimensions, as well as perceived risk, brand trust, and public policy, assessing their direct and indirect effects on attitude and purchase intention. The research is based on a survey of 210 respondents, with data analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4 software. The results show that environmental value, emotional value, and brand trust significantly influence attitude, which in turn emerges as the main predictor of purchase intention. Functional dimensions (price and quality) and perceived risk proved to be non-significant, whereas public policies showed no statistically significant effect on attitude, indicating that, in this sample, public policies seem to play a smaller role than personal and emotional value perceptions. This study contributes to the literature on consumer behavior and sustainable mobility, highlighting the importance of symbolic and affective factors in shaping pro-environmental attitudes and offering practical implications for marketers and policymakers.
The growing environmental awareness and the global energy transition have been driving a major transformation in the automotive sector, fostering the adoption of electric vehicles as a sustainable alternative to conventional cars. This study analyses the determinants of perceived value and purchase intention of electric vehicles in the Portuguese context, drawing on the Theory of Planned Behavior. The conceptual model incorporates functional (quality and price), emotional, social, and environmental dimensions, as well as perceived risk, brand trust, and public policy, assessing their direct and indirect effects on attitude and purchase intention. The research is based on a survey of 210 respondents, with data analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4 software. The results show that environmental value, emotional value, and brand trust significantly influence attitude, which in turn emerges as the main predictor of purchase intention. Functional dimensions (price and quality) and perceived risk proved to be non-significant, whereas public policies showed no statistically significant effect on attitude, indicating that, in this sample, public policies seem to play a smaller role than personal and emotional value perceptions. This study contributes to the literature on consumer behavior and sustainable mobility, highlighting the importance of symbolic and affective factors in shaping pro-environmental attitudes and offering practical implications for marketers and policymakers.
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Perceção de valor Atitude Intenção de compra Veículos elétricos Perceived value Attitude Purchase intention Electric vehicles