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Does Value Co-Creation Really Matter? An Investigation of Italian Millennials Intention to Buy Electric Cars

Author

Listed:
  • Costanza Nosi

    (Department of Human Sciences, LUMSA University, 00193 Rome, Italy)

  • Tommaso Pucci

    (Department of Business and Law, University of Siena, 53100 Sienna, Italy)

  • Cecilia Silvestri

    (Department of Economics, Engineering, Society and Management, University of “Tuscia” of Viterbo, 01100 Viterbo, Italy)

  • Barbara Aquilani

    (Department of Economics, Engineering, Society and Management, University of “Tuscia” of Viterbo, 01100 Viterbo, Italy)

Abstract

The present research aims to explore the determinants of (full) electric vehicle (EV) buying intention of Italian millennials focusing on the role that value co-creation initiatives might play in the buying decision-making process. Value co-creation initiatives in the EV domain are studied employing an enhanced version of the Theory of Reasoned Action which, in addition to the traditional variables of the model, also includes perceived importance of cars’ attributes. Structural Equation Modeling (SEM) is used to analyze the data collected though an online survey on 523 Italians aged 18–35. The outcomes provide recommendations to tailor proper initiatives to encourage millennials’ buying intention of electric vehicles supporting private companies in favoring the adoption of wide-spread pro-environmental behaviors among Italian youngsters.

Suggested Citation

  • Costanza Nosi & Tommaso Pucci & Cecilia Silvestri & Barbara Aquilani, 2017. "Does Value Co-Creation Really Matter? An Investigation of Italian Millennials Intention to Buy Electric Cars," Sustainability, MDPI, vol. 9(12), pages 1-21, November.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:12:p:2159-:d:120108
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    6. Giuseppe Vito & Cristina Simone & Francesca Iandolo & Pietro Vito, 2018. "Sustainability in the Italian Scientific Perspective: A Focus on the Economic and Managerial Points of View," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 0(2), pages 9-26.
    7. Małgorzata Wiścicka-Fernando & Sandra Misiak-Kwit & Kelaniyage Shihan Dilruk Fernando, 2019. "Co-Creation as an Innovative Way to Develop an Enterprise—Cross-Country Analysis," Sustainability, MDPI, vol. 11(23), pages 1-13, November.
    8. Elena Higueras-Castillo & Sebastian Molinillo & J. Andres Coca-Stefaniak & Francisco Liébana-Cabanillas, 2019. "Perceived Value and Customer Adoption of Electric and Hybrid Vehicles," Sustainability, MDPI, vol. 11(18), pages 1-15, September.
    9. Lv, Zhe & Zhao, Wenjia & Liu, Yu & Wu, Jie & Hou, Mutian, 2024. "Impact of perceived value, positive emotion, product coolness and Mianzi on new energy vehicle purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    10. Fatoki Olawale, 2020. "Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa," Foundations of Management, Sciendo, vol. 12(1), pages 151-166, January.
    11. Qingyou Yan & Guangyu Qin & Meijuan Zhang & Bowen Xiao, 2019. "Research on Real Purchasing Behavior Analysis of Electric Cars in Beijing Based on Structural Equation Modeling and Multinomial Logit Model," Sustainability, MDPI, vol. 11(20), pages 1-15, October.

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