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SDG-13 to combat climate change through decarbonizing marketing
campaigns: An evaluation of customers’ sustainable purchase intentions for
EVs using process modelling approach
Mohammed Saeed J. Alzahrani , Adil Zia
*
Department of Marketing, College of Business Al-Baha University, Saudi Arabia
ARTICLE INFO
Keywords:
SDG-13
Climate change
Decarbonizing
Marketing campaigns
Sustainable purchase intentions
EV, Electric vehicles
ABSTRACT
This study investigates the impact of decarbonizing marketing campaigns, brand image and perception of cost on
sustainable purchase intentions for EVs. In addition, this study explores the mediation of green customer
engagement and moderation of subjective norms for the proposed relationships. Drawing on the theory of
planned behaviour (TPB), the current data were collected using judgmental and snowball sampling from 276
respondents in an online survey. Majority of respondents were male and in the age group of less than 24 years
with bachelor’s level of study. This study’s framework was conrmed using Structure Equation modelling (SEM)
through SMART-PLS as statistics software. Key ndings of the current study reveal that factors such as brand
image, green customer engagement, and subjective norms were revealed to have signicant and favourable
inuences on intentions to purchase EVs. Further, decarbonizing marketing campaign and perception of cost
signicantly impact the brand image. The signicant mediation of brand image and green customer engagement;
and moderation of subjective norms were observed for the said relationships. These ndings can provide
actionable results that EV companies can focus on to target the environmentally conscious customers. Despite
growing interest in EVs as sustainable products, limited studies explore how these relationships inuence
customer engagement and purchase intentions. The current study contributes theoretically by highlighting the
critical rational and emotional factors that drive the adoption of EVs by advancing the potential view of customer
engagement in the sustainable market. EV manufacturers can foster consumer adoption behaviour by executing
excellent sustainable marketing campaigns and creating a positive reputation.
Introduction
For the last few years, it has been observed that the global commu-
nity is forced to take collective responsibility to ght against climate
change (Turon, 2022). The issue of combating climate change is the
most critical problems of development, therefore a comprehensive so-
lution at the varied levels is of utmost importance. The main Sustainable
Development Goal 13 (SDG-13) is related to the urgent measures to-
wards climate change and its negative effects. The accomplishment of
this goal would be in line with the adoption of new methodologies that
simultaneously encourage environment prevention (Botey Lopez et al.,
2013; Jung and Koo, 2018) and sustainable practices.
This idea of sustainability can be successful if handled properly
through marketing campaigns (Tripathi et al., 2024). Marketers can
inuence consumers’ attitudes and behaviours through their active
efforts (Bosehans et al., 2023). Marketers can use their competence and
potential skills, adopt mechanisms to promote progress towards green
products and practices. Even though, conventional marketing strategies
focus on short-lived success and overlook the negative impact of these
actions on the environment (Is¸ıldar et al., 2019). Prioritizing sustainable
goals is of utmost importance because of these challenges, marketers
need to realign their campaigns with the vision of sustainable devel-
opment under SDG (He et al., 2023; Sherif et al., 2023).
With the decarbonization of marketing campaigns emerging as a
potentially effective alternative, the consensus of meeting economic
objectives without compromising environmental conservation is
growing. This involves reducing fossil fuel-based emissions that are a
result of production, distribution, consumption, and disposal activities
(Dai et al., 2023; He et al., 2023). Natural practices like utilizing
renewable sources of energy such as solar and wind power, optimizing
* Corresponding author at: Department of Marketing, College of Business Al-Baha University, Saudi Arabia.
E-mail addresses: msjoman@bu.edu.sa (M.S.J. Alzahrani), dradilzia@gmail.com (A. Zia).
Contents lists available at ScienceDirect
Environmental Challenges
journal homepage: www.elsevier.com/locate/envc
https://doi.org/10.1016/j.envc.2025.101164
Received 8 January 2025; Received in revised form 10 April 2025; Accepted 20 April 2025
Environmental Challenges 19 (2025) 101164
Available online 21 April 2025
2667-0100/© 2025 The Author(s). Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-
nc-nd/4.0/ ).
supply chain, and promoting recyclable packaging, marketers assist
collectively to cut down greenhouse gas emission (Jung and Koo, 2018)
and minimizing the effects of climate change (Lazarou et al., 2018).
Moreover, the lack of industry specic nuances leaves the marketers,
policymakers and stakeholders not able to generate an ideal mechanism
to foster sustainable consumption. Another critical gap is how to do
decarbonized marketing campaign optimize to maximize its impact on
consumers’ decision making and minimize environmental impact.
Empirical studies aimed at addressing these gaps will generate action-
able insights that will help furnish the capability of the sustainability
driven marketing efforts in speeding up the green consumer behaviour
and supporting the climate action initiatives. These research gaps are
identied between marketing campaigns and SDG-13, specically for
why and how sustainable marketing strategies, in particular, decar-
bonized marketing campaigns, affect consumer behaviour, and how
they promote progress towards SDG-13. Although consumer preferences
for sustainable products and brands are widely documented, the actual
purchase behaviour of consumers, when it comes to purchasing such
products and brands, is a gap that empirical research has yet to ll.
While sustainability in marketing is something that many companies
are increasingly paying attention, there are few studies that have
measured the effectiveness of campaigns related to decarbonization
(Lammgård, 2012; Siskos et al., 2018). How do consumer preferences for
sustainable products and brands translate into actual purchase behav-
iours? The information related to the types of consumers becoming loyal
to sustainable brands and products is as fundamental as knowing the
way these purchases are inuenced. The available literature indicates
that, consumers tend to demonstrate environment friendly attitudes
(Mastoi et al., 2022). Buying behaviour is mostly the combination of
various factors like product availability, price, perceived quality, and
convenience (Pailwar, 2022). For EVs, consumers need to get educated
and make them understand the importance of being environment
conscious along with its economic running cost (Fevang et al., 2021;
Wang et al., 2017). In addition to that, individual values, principles, and
lifestyles from the perspective of consumer behaviour also play an
important role (Aichberger and Jungmeier, 2020; Ajanovic and Haas,
2019; Aljerf and Choukaife, 2016). Hence, there is a need to investigate
the relationship between the sustainability intentions of consumers and
their real shopping behaviours (Pailwar and Srinivasan, 2022), which is
complicated to research and must be considered to achieve true
sustainability.
What are the implications for marketers, policymakers, and other
stakeholders seeking to promote sustainable consumption towards SDG-
13? Marketers would get a full understanding of various factors which
motivate sustainable consumer choices and behaviour. This would
enable marketers to create promotion strategies, which are more useful
in selling environment friendly products to the market (Is¸ıldar et al.,
2019). This could include the creation of customized messages, pack-
aging, and distribution channels which will have environment conscious
consumers as the target group. Also, it will be needed to address the
possible deterrents such as cost, inconvenience, etc. Policymakers could
introduce measures on the back of results and provide systematic
environment for businesses to focus on sustainability (Mastoi et al.,
2022; Siskos et al., 2018), which can be achieved through making rules
and regulations as well as supporting mechanisms. Furthermore, other
stakeholders including not-for-prot organizations, advocacy groups,
and sectoral associations also use these data to urge for the reform of
systems in line with the global sustainable visions (Baresch and Moser,
2019; Siskos et al., 2015). Adapting consumer behaviour towards the
environment-friendly purposes of sustainable consumption will
encourage the SDG-13 achievements of sustainability goals (Dai et al.,
2023; He et al., 2023; Sherif et al., 2023).
How can decarbonized marketing campaigns be optimized to maxi-
mize their impact on consumer behaviour while minimizing their
environmental footprint throughout the product lifecycle? Markets
decarbonization campaigns have an enormous potential not only to
inuence consumers towards eco-friendly behaviour (Lammgård, 2012;
Siskos et al., 2018), but also to minimize adverse environmental impacts
across the product life cycle (Alessia et al., 2021). One step that may be
taken by them is to help their authenticity and transparency in messages
delivering, which make sustainability claims backed by strong evidence
and in line with the society’s values and probability. Further, immersive
storytelling or user-generated campaigns can automatically help the
increased deep involvement of people and establish afnity with sus-
tainability issues (Botey Lopez et al., 2013; Jung and Koo, 2018).
Moreover, marketers can utilize data analytics and segmentation tools to
focus particularly on consumer groups and make circumstances
favourable to adopt well-tted messages and offer consumers with care
(Kabel et al., 2021; Young et al., 2010). Also, sustainable concerns
should be considered at all the stages of the marketing cycle which
means that from the product development and marketing to distribution
(Lopes et al., 2024; Zver and Vukasovi´
c, 2021). This can help to reduce
ecological footprint of marketing functions (Abidin et al., 2021; Gulzari
et al., 2022). Decarbonization campaigns based on a holistic method,
such as harmony between nature, conservation, and maintaining the
consumer’s engagement, can effectively educate consumers on how to
change their behaviour towards sustainable practices while promoting
environmental sustainability and mitigating climate change.
The acceptance of the role that sustainability plays in marketing is on
the rise. However, a signicant gap is created by the absence of
empirical research on the effectiveness of sustainable marketing cam-
paigns on consumer behaviour. While there are abundant theoretical
frameworks and anecdotal evidence, there is a lack of comprehensive
empirical research that thoroughly measures the effects of such vari-
ables on consumer attitudes, intentions, and behaviours (Chandon et al.,
2000). Prior research has investigated single sustainability issues or used
self-reported data instead of depending on actual behavioural outcomes
(Peters et al., 2018). Along the same lines, marketing is frequently
recognized for the impact that they have on the environment through
advertisement and distribution, and yet this has not been given as much
attention as it should have been. Bridging this gap is important for the
development of an understanding of how the marketing can contribute
to the accomplishment of the SDGs, and thus the forming strategies for
improving the eco-friendly consumption behaviours.
The main objective of this paper is to ll this gap by conducting a
thorough assessment of consumers’ purchase intentions with decar-
bonized marketing campaigns related to the purchase of EVs. By
investigating consumer perceptions, attitudes, and behaviours towards
environment conscious marketing practices, this study seeks to explain
the potential of decarbonized marketing campaigns as a driver of sus-
tainable consumption. By drawing on actual data, this paper attempts to
explain how and why consumers buy sustainable EVs, which can make
an impact on the marketers and policy makers looking for key drivers of
environmentally friendly consumption.
Literature review
Conceptual framework
Consumer attitudes and subjective norms, as explained by the theory
of reasoned action (TRA), play central roles in determining the actual
behavioural intention (Ajzen and Fishbein, 1977). This framework il-
lustrates the relationship between subjective norms (SN) and sustainable
purchase intentions (SPI) as per the theory of planned behaviour (TPB),
which explains that consumers follow the norm to pave their way to buy
sustainable products like EVs, because of the beliefs they hold them-
selves and the attitude that they develop towards sustainable products
(Maqbool et al., 2023). Psychological contract theory is incorporated
through de-carbonizing marketing campaign which are the efforts made
by businesses to meet the perceived expectations of sustainability. These
campaigns improve brand image and cause changes in the perception of
cost and green customer engagement. Thus, the establishment of
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
2
marketing campaigns in accordance with sustainability measures has
the potential to strengthen credibility and inuence consumers’ per-
ceptions of organizations’ commitment to sustainability (Ki and Kim,
2019). In addition, TPB improves the measure of TRA since it includes
green customer engagement as a perceived behavioural control that can
directly or indirectly inuence sustainable purchasing intentions. Based
on this theory, if the customers feel that they can decide, they will be
willing to take sustainable actions (La Barbera and Ajzen, 2021). Each of
these theories contributes to a comprehensive framework of the factors
that inform marketing campaigns in the formation of sustainable pur-
chasing intentions for EVs. Through this framework (Fig. 1), the inter-
play of various factors on sustainable purchase intentions for EVs is
explored.
Hypothesis development
Decarbonizing marketing campaigns (DMC) and its relationship with other
factors
A sustainable transportation system is interlinked to efcient, envi-
ronmentally friendly, and decarbonizing emissions (Carracedo and
Mosto, 2022; Siskos et al., 2018). Furthermore, all organizations do not
have SDGs by itself, but they are crucial for overall sustainability.
Chakraborty and Sengupta, 2023; and Falcone and Tutore, 2025 have
conrmed that SDG-3 (good health and well-being), SDG-7 (affordable
and clean energy), SDG-8 (economic growth), SDG-10 (reduced in-
equalities), SDG-11 (sustainable cities and societies), SDG-13 (climate
actions), and life on land (SDG-15) are essential components that are
interlinked to sustainability. Decarbonizing marketing campaigns are
classied as one of the activities of sustainable marketing campaigns
that work toward decreasing negative environmental consequences
(Gong et al., 2023a). Sustainable marketing campaigns focus on envi-
ronmental and social goals to improve the organizations’ reputation in
broader societies. Further, economic, societal, and environmental as-
pects should be considered in sustainable marketing activities
(Elkington, 1994). Organizations have paid more attention in estab-
lishing sustainable management practices to achieve society’s needs as
corporate social responsibility (Sheehy et al., 2021). Decarbonizing
marketing campaigns are activities that focus on creating the brand
image of an eco-environment for the organizations, which positively
impacts purchase intentions (Lammgård, 2012; Siskos et al., 2015). Most
studies related to automobiles focused on reducing carbon emissions and
adopting sustainability activities have assured that the consumers are
more likely to be engaged with the brand and continue to purchase
products again (Fevang et al., 2021; Okunlaya et al., 2022; Yu et al.,
2021). It is observed that the efcient system among EV brands and
consumers can foster personal trust, which can support the decision to
purchase EVs (Abdallah and El-Shennawy, 2013; Fevang et al., 2021).
Another study found that individuals who perceive that the EV brand is
committed to the ecosystems are more willing to adopt the EV (Rahman
et al., 2025). Brands that adopt sustainability strategies into their mar-
keting can draw sustainable purchasing intentions and active engage-
ment. Therefore, the following hypotheses is formulated:
Hypothesis H1a.There is a signicant impact of decarbonizing marketing
campaigns on the sustainable purchase intentions.
Decarbonizing marketing campaigns that target limiting carbon
emissions and promoting eco-friendly practices tend to support people
who are more concerned about the environmental effects beyond their
consumption and engagement (Ajanovic and Haas, 2019; Asadi Dalini
et al., 2020). Some researchers have highlighted that when consumers
perceive transparency in the brand’s ecosystem activities, their confu-
sion and perceived risk are directly reduced (Patro, 2019), which leads
to boost trust and activate engagement with the brand’s sustainable
efforts (Kabel et al., 2021; Young et al., 2010). Another study proved
that effective decarbonizing strategies by EV brands can promote con-
sumer trust, increase the bond between customer and product, and
facilitate strong engagement and behavioural intention (Paddeu, 2025).
Based on the above literature, this study proposed the following
hypotheses:
Hypothesis H1b.There is a signicant impact of decarbonizing marketing
campaigns on green customer engagement.
The brand image refers to the positive perception individuals hold
toward the brand (Mohit et al., 2025). Sustainable marketing literature
mainly examined the inuence on the user’s satisfaction, loyalty,
continued use intentions and brand reputation in varied contexts (Shi
et al., 2025). The ideas, attitudes, and feelings that a person has during
some activities are combined to construct consumers’ brand image
(Mohit et al., 2025; Wang, 2019). Organization’s image is formed by the
information, ideas, reasoning, and impressions that an individual retains
about the organization’s practice or its service quality. The results from
marketing literature conrmed that, practices of sustainability market-
ing by organizations play signicant roles in improving individual at-
titudes toward organizations (Gleim et al., 2019). Therefore, in the
Fig. 1. Conceptual model.
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
3
context of EVs, this study proposed the following hypotheses:
Hypothesis H1c.There is a signicant impact of decarbonizing marketing
campaigns on the brand image.
Brand image (BI) and its relationship with other factors.
Brand image in relation to sustainability is dened as the set of at-
titudes, perceptions, or impressions that an individual holds toward a
particular brand, product, or service that is involved in sustainable
practices, such as environment (Yu et al., 2021), which also contributes
more in improving the sustainability of purchasing intentions (Gong
et al., 2023a). In the context of EVs, brand image is crucial for organi-
zations to establish a competitive advantage that increasingly referred to
as eco-friendliness attitudes (Khan et al., 2023). Brand image can be a
crucial factor in purchase intentions in different sectors. In the sus-
tainability era, purchase intentions refer to the individual’s beliefs or
decision to buy an eco-friendly, socially or ethically developed product
(Bortolo et al., 2023; Boyer and Hult, 2006). For instance, (Li et al.,
2023) found that sustainable marketing campaigns involving innovation
could boost the consumer’s brand image and increase their purchase
intentions (e.g., Tesla marketing campaign). (Odoom et al., 2025)sug-
gested that establishing a positive brand reputation should be derived
from sustainable marketing practices promoting benets and endorsing
individual needs, which increase users’ adoption intentions. Customer
engagement refers to the consumer’s internal feelings, perceptions, and
behaviour through communication with the brand (Hollebeek et al.,
2014), such as advocacy, activities like social media interactions and
behaviours such as word of mouth. Therefore, brands should form their
sustainable practices through innovative marketing activities, estab-
lishing a strong brand reputation and promoting consumer behaviour
and engagement (Altassan, 2024). Thus, this study proposed the
following hypotheses:
Hypothesis H2a.There is a signicant impact of brand image on sus-
tainable purchase intentions.
Hypothesis H2b.There is a signicant impact of brand image on green
customer engagement.
Brand image has been identied as impacting the sustainable mar-
keting practices and consumer engagement (Rastogi et al., 2024).
Research have found that when individuals observe the brand as
environment-friendly product, their feelings and behavioural engage-
ment increase, boosting loyalty and advocacy behaviour (van Doorn
et al., 2010). Furthermore, recent literature on EVs highlights that a
strong brand image promoted by accurate information on sustainability
marketing practices can positively encourage customer engagement
(E-word of mouth) and trust in EV brands (Rastogi et al., 2024; Sukumar
et al., 2020). Therefore, a study done by Kim et al. (2024) highlights the
importance of involving sustainability concept in marketing activity to
establish a green brand reputation, which leads to increased personal
loyalty and engagement. Thus, this study proposes the following
hypotheses:
Hypothesis H2c.Brand image mediates the relationship between decar-
bonizing marketing campaigns and green customer engagement.
In the context of EVs, brands that present their commitment to sus-
tainable activities, such as promoting zero carbon emissions, promote
the brand repetitions as eco-friendly and responsible, which in turn
boosts the individual intentions to make sustainable purchases (Odoom
et al., 2025; Rastogi et al., 2024) are preferred by consumers. Addi-
tionally, a recent sustainability study highlights the indirect inuence of
green marketing strategies’ on purchase intention (Young et al., 2010).
These studies have underscored the signicant relationship for the brand
image between green marketing activities and sustainable purchase in-
tentions. By adopting sustainability initiatives, the brand can establish a
positive image, which leads to greater intention toward sustainable
purchasing behaviour. Thus, this study proposed the following
hypotheses:
Hypothesis H2d.Brand image mediates the relationship between decar-
bonizing marketing campaigns and sustainable purchase intentions.
Additionally, brand image has been considered to have relationship
between the perception of cost and purchase intention (Zhao et al.,
2025). Positive representation of the brand can minimize the perception
of high cost, which in turn increases the purchase intention (Tan et al.,
2022a). Individuals who use eco-products may select high-priced sus-
tainable brands as they trust and value the brand’s commitment to
sustainability. Furthermore, strong brand image perceptions that are
developed from effective sustainable marketing efforts, involve con-
sumers in supporting the brands they perceive as committed to sus-
tainability even with the high cost of the product (Sujanska and
Nadanyiova, 2024). By doing so, the above insight underscores the
signicance of maintaining a strong and positive brand reputation that
aligns with sustainable commitment by brands, which can positively
affect the perception of the cost and sustainable purchase intention of
the individual. Thus, this study proposed the following hypotheses:
Hypothesis H2e.Brand image mediates the relationship between the
perception of cost and sustainable purchase intentions.
Generally speaking, positive brand perception has a signicant role
between the perception of cost and engagement behaviour which con-
sumers are willing to pay a higher cost and get engaged (Tan et al.,
2022a). Furthermore, positive brand reputation plays a signicant role
in decreasing cost sensitivity, promoting long engagement relationships
and advocating behaviour through word of mouth (Odoom et al., 2025).
Lastly, in the context of green branding, brand image has a role between
cost perceptions and loyalty behaviour (Chen et al., 2021; Kumar and
Chakrabarty, 2020). Thus, this study proposed the following
hypotheses:
Hypothesis H2f.Brand image mediates the relationship between percep-
tion of cost and green customer engagement.
Perception of cost (POC) and its moderation
Perception of cost refers to an individual’s assessment of the nancial
cost of owning a product or service (Zeithaml, 1988). For EVs, the cost is
considered a critical factor inuencing brand image and customer
engagement. For example, if the individual considers the cost of EVs to
be manageable or if there is a nancial benet in the long term (e.g.,
reduced maintenance cost), this can lead to actively engaged consumers
and high purchase intention. The cost value always plays a critical role
in inuencing the decision to purchase. For example, (Tezcan and Taser,
2022) highlights that brands should pay more attention to address cost
value to keep consumers engaged and promote brand purchase inten-
tion. Another study showed that the cost of maintenance can also in-
uence consumer purchase intention (Giannetti et al., 2016).
Furthermore, Huang et al. (2014) conrmed that the cost can be miti-
gated by a favourable product image, which increases the purchase
intention. Therefore, this study proposed the following hypotheses:
Hypothesis H3a.Perception of cost signicantly impact sustainable pur-
chase intentions.
Another study found that even if the cost of purchasing is high, their
engagement level may decrease despite a positive brand reputation
(Dessart et al., 2016; Pansari and Kumar, 2017; Sukumar et al., 2020).
Similarly, high costs can limit consumer engagement with a particular
brand even if it has an environment-friendly strategy (Agnihotri, 2020;
Prayitno et al., 2023; Sashi, 2012). Consumers are generally discouraged
from their engagement with products if their cost is high unless they
perceive favourable value. Therefore, this study proposed the following
hypothesizes:
Hypothesis H3b.Perception of cost signicantly impacts green customer
engagement.
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
4
Hypothesis H3c.Perception of cost signicantly impacts the brand image.
Green customer engagement (GCE) and its mediation
Several studies have provided empirical support that customer
engagement can signicantly affect purchase intention, particularly in
the context of sustainable products context. When individuals have a
strong psychological sense of the brand’s sustainability practices, their
engagement will directly increase, leading to the growth of their pur-
chase intentions. Another study on brand sustainability found that
adopting effective communication practices can form a good brand
image that leads to increased consumer purchase intentions (Rastogi
et al., 2024).
Customer engagement not only holds a direct effect on purchasing
intention but also plays an indirect effect on brand campaign activities
and purchase behaviours (Ullah et al., 2021). Several studies have
provided empirical support that customer engagement can inuence
between brand image and purchase intention. For instance, customer
engagement plays a signicant role in sustainable marketing practices
and the adoption intention of EVs by involving individuals with infor-
mative marketing content. For example, consumers who actively engage
with the brands are more likely to trust the brand’s campaigClick or tap
here to enter text.n practices, leading to the growth of the purchasing
intention (Degirmenci and Breitner, 2017). Customer engagement is
considered a inuencer for brand activity, perception and behavioural
intentions (Hollebeek, 2011). Furthermore, Customer engagement in-
volves active interaction and advocacy, which promotes the relationship
between brand marketing reputation, perceptions and purchasing in-
tentions (Boyer and Hult, 2006; Pailwar, 2022). Thus, this study pro-
posed the following hypotheses:
Hypothesis H4a.Green customer engagement has a signicant impact on
sustainable purchase intentions.
Hypothesis H4b.Green customer engagement mediates the relationship
between brand image and sustainable purchase intentions.
Hypothesis H4c.Green customer engagement mediates the relationship
between decarbonizing marketing campaigns and sustainable purchase
intentions.
Customer engagement has been considered as a tool for exchanging
cost perceptions into opportunities (Sashi, 2012). Green acronym is used
to denote the environment friendly approach. Green customer engage-
ment plays the role of a positive inuencer for perception of cost and
behavioural intentions (purchase) by perceiving favourable long-term
benets and corporate social responsibility (Abed et al., 2015). For
example, customer engagement literature has been well supported that
green customer engagement can act as an inuential for the perceived
value, emotional value and behaviour purchasing intentions (Ahmed
et al., 2023; Huang et al., 2014). Thus, this study proposed the following
two hypotheses:
Hypothesis H4d.Green customer engagement mediates the relationship
between perception of cost and sustainable purchase intentions.
Hypothesis H4e.Green customer engagement mediates the relationship
between subjective norms and sustainable purchase intentions.
Subjective norms (SN) and its moderation
Subjective norms refer to the belief that an important person or
group of people will approve and support a particular behaviour (Ajzen,
1991). Subjective norms are determined by the perceived social pressure
from others for an individual to behave in a specic manner and their
motivation to comply with those people’s views. Subjective norms play a
crucial role in the relationship (Hommerich and Tiefenbach, 2018;
Kaushik et al., 2018) between brand image and customer engagement
(Gulzari et al., 2022). Research indicates that subjective norms
positively inuence ethical purchase intention, with corporate citizen-
ship having a greater impact (Perera et al., 2023). Moreover, subjective
norms are shown to inuence negatively to the relationship between
purchase intention and service offerings, such as service quality and
customized service, under low-price conditions (Saleem et al., 2021).
This highlights the importance of social peer pressure mechanisms in
ethical consumption behaviour. Therefore, subjective norms act as a
signicant factor in shaping customer perceptions and behaviours, ul-
timately impacting brand engagement and purchase intentions in
various contexts (Pailwar, 2022). Therefore, to test this relationship the
following hypothesis is formulated:
Hypothesis H5a.There is a signicant impact of subjective norms on
sustainable purchase intentions.
Hypothesis H5b.There is a signicant impact of subjective norms on and
green customer engagement.
Hypothesis H5c.Subjective norms moderate the relationship between
brand image and green customer engagement.
Hypothesis H5d.Subjective norms moderate the relationship between
green customer engagement and sustainable purchase intentions.
Education and gender
This research establishes that the brand image of EVs is a major
factor in determining consumer acceptance and thus, market penetra-
tion. The perception of brand is higher among consumers with higher
education, especially where the brand reects sustainable and innova-
tive products (Chellasamy et al., 2022). Research indicates that knowl-
edge makes the consumer pick brands that support environmental
concerns which will improve the brand image (Asadi Dalini et al., 2020;
Felix et al., 2022; Kollmuss and Agyeman, 2002). Consumer’s education
level determines their actions when it comes to the use of green products
(Perera et al., 2023). Education was ranked as signicant factor whereby
individuals with higher levels of education are likely to pay more
attention to environmental matters hence are likely to contribute to
brands with environmental sensitive products (Abid et al., 2022; Hwang
and Choi, 2018; Mehrabian and Russell, 1974). This involvement can be
shown in different ways inclusive of, brand communities, advocacy and
loyalty which are crucial in branding and creating a loyal brand image.
Therefore, it is found that consumers with higher education levels are
inclined to belief in the environmental consequences of their purchases
(Pailwar, 2022; Pinem, 2019), which translates into greater inclination
towards the purchase of sustainable products such as EVs. This intention
is often moderated by a brand image since customers are more likely to
buy from a brand that they think is environmentally conscious. Thus, the
following hypothesis is formulated:
Hypothesis H6.There is a signicant impact of educational (qualica-
tions) certicate on (H6a) brand image, (H6b) green customer engagement
and (H6c) sustainable purchase intentions on brand image.
Gender as a factor in consumer behaviour have received much
attention in past and especially in brand perception. It is found out that
female consumers are sensitiveness to social and environmental factors,
which may affect the perception of brand image (Miller-Graff et al.,
2024). Studies have shown that female consumers are more likely to
state their willingness to buy sustainable products than male consumers,
with reference to their attitude and culture (Ajzen and Fishbein, 1977).
This trend is particularly important when considering the perceived
environmental characteristics of the EVs where the perceived environ-
mental advantage can greatly inuence the purchase intent. Extensive
promotion on sustainability issues by specic brands may have a posi-
tive impact on the potentially interested female consumers, and thereby
improve the intended brand image (Westin et al., 2018). Self-perceived
green consumers involvement also depends on the gender of the
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
5
consumer. According to one study, women are equally more involved in
environmental issues, and they are likely to practice sustainable activ-
ities (Westin et al., 2018). Such engagement can result in enhanced re-
lationships with the brand associated to green causes which is pertinent
for EVs manufacturers intending to create a niche of its own customers
(Pastene et al., 2023). Therefore, the following hypothesis are
formulated:
Hypothesis H7.There is a signicant impact of gender on (H7a) brand
image, (H7b) green customer engagement and (H7c) sustainable purchase
intentions on brand image.
Methods
Research sample
The current study adopted the quantitative online survey approach
to provide a comprehensive overview of the decarbonising marketing
campaigns, brand image, and the perception of costs’ roles on sustain-
able purchase intentions for EVs (Creswell, 2014; Punch, 2013). A
cross-sectional study design involved judgemental and snowball sam-
pling techniques to collect data (Emerson, 2015; Naderifar et al., 2017;
Teddlie and Yu, 2007). Judgmental sampling was used to select the
appropriate online community and obtain relevant responses. The
snowball sampling was incorporated to select participants through the
selected online communities, which will help mitigate survey bias. The
target criteria for this study were individuals who have experienced the
sustainable marketing campaign and are 18 years or older.
The online survey was constructed through Google Forms, and the
responses were collected between the 1st of November and 30th of OCT
2024. The data was collected from participants with diverse educational
backgrounds, ages, and genders, which provided more valuable insights
into the related context. Furthermore, the online data was collected for
its associated advantages in data collection due to its accuracy, anony-
mous character, geographic spread, cost-effectiveness, time effective-
ness and condentiality (Stewart et al., 2009). The questionnaire was
divided into two parts. The rst part of the questionnaire consisted of 25
main body questions and in the second part, three demographic ques-
tions. The demographic questions were placed at the end of the ques-
tionnaire to reduce the response stress (Allil et al., 2024; Teclaw et al.,
2012).
A total of 572 responses were collected, and out of these, 276 re-
sponses were completed and included for further analysis (Table 1). This
response of 48.25 % is very good for the data collected online (Babin
et al., 2008; Hair et al., 2011). Most respondents were males (78 %), and
rest were females (22 %). Most of the respondents were in the age group
of less than 24 (42 %) followed by 25 to 34 years of age (30 %), 35 to 44
years (16 %) and above 45 years of age (12 %).
Measurement scale
The items of the measurement model were adapted from previous
studies to ensure the content validity of this study. The items of the
construct were adapted from the various studies related to decarboniz-
ing marketing campaign (Wu and Wang, 2014), Brand Image (Gong
et al., 2023b; Kumar and Kaushik, 2022), Perception of costs (Kim et al.,
2024), Sustainable purchase intentions (Gong et al., 2023b; Kumar and
Kaushik, 2022), Green customer engagement (Castillo-Apraiz et al.,
2023) and Subjective Norms (Hill et al., 1977). The demographic items
like age, gender and educational qualications were coded accordingly,
and the responses were recorded on a seven-point scale through online
survey (see appendix A).
Data analysis and ndings
Measurement model
The collected data was analysed using Smart PLS 4 software for
conrmatory factor analysis (CFA); covariance based structural equa-
tion modelling (CB-SEM) and process for analysis (PFA). Firstly, the data
was analysed for the common method bias (CMB) followed by CFA for
model t, CB-SEM for path analysis and PFA (Fig. 2).
The CFA is an analysis technique used to measure the efciency of
models explaining the number of factors and their relationship. The CFA
for this study was performed for the six factors using maximum likeli-
hood (ML) approach in Smart PLS4 CB-SEM. Fig. 2 shows the output
result of measurement model for six variables using the collected data
sample. The t indices shows that ChiSqr / DF =6.613, RMSEA =0.078,
GFI=0.798, AGFI =0.736, PGFI =0.612, SRMR =0.061, TLI =0.922,
CFI =0.934 which conrms an excellent t to the model (Fig. 2).
The CMB was accessed using variance ination factor (VIF) values of
inner model. As in the present study, all the VIF values were below 3.33
hence this model is considered free from CMB (Kock, 2015). Harman’s
single-factor test was also used to detect the problem of CMB, and it was
found that single variable was accounting for 43 % which is below the 50
% mark (Endara et al., 2019) making it free from response bias. The
study reported the descriptive statistics followed by reliability, validity
(convergent and discriminant). To measure the convergent validity,
CFA, Cronbach alpha, Average variance extracted (AVE), factor loadings
and composite reliability (CR) were checked (Table 2).
For the discriminant validity, HTMT and Fornell-lacker method was
used which is the quality criteria in management studies (Ringle et al.,
2023). The values closer to 1 is considered to indicate the absence of
discriminant validity and values below 0.9 are acceptable (Henseler
et al., 2015; Ringle et al., 2023). In this analysis, all the values were well
below 0.90 hence approves the discriminant validity (Table 3). Further,
the Fornell and lacker criteria where the values of the square root of AVE
should be more than the correlation values for the latent variables in the
study, were analysed. It was found that all the values full these criteria,
hence approves the discriminant validity (Table 4).
Structural model
To test the impact of independent variables on the dependent vari-
able, CB-SEM path analysis using process modelling (Fig. 3) was per-
formed using Smart PLS4 (Table 5). The results showed that brand
image signicantly impact green customer engagement (β =0.358, p <
0.05) and sustainable purchase intentions (β =0.629, p < 0.001). The
decarbonizing marketing campaign signicantly impact brand image (β
=0.534, p < 0.001) and green customer engagement signicantly im-
pacts sustainable purchase intentions (β =0.408, p < 0.05). It was
found that perception of costs does not signicantly impact brand image
(β =0.0837, p >0.05), perception of costs does not signicantly impact
green customer engagement (β = − 0.075, p >0.05), whereas subjective
norms signicantly impact sustainable purchase intentions (β =0.829, p
< 0.001).
Table 1
Demographic variables.
Characteristics N %
Gender
Males 215 78
Females 61 22
Educational status
Below bachelors 65 23
Bachelors 135 49
Master’s and above 76 27
Age
Less than 24 years 117 42
25–34 years 84 30
35 to 44 years 43 16
45 and above 32 12
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
6
Mediation analysis
In this study, the mediation of brand image was measured for DMC-
SPI and POC-SPI relationships (Table 6). It was found that there is sig-
nicant mediation of brand image for the relationship of DMC-GCE ( t =
5.206, p < 0.001) and DMC-SPI ( t =3.088, p < 0.01) whereas for POC-
SPI ( t =0.640, p >0.001) and POC-GCE ( t =0.439, p >0.001) is
insignicant. Further, the mediation of GCE was measured for the
relationship of BI-SPI and POC-SPI relationships. It was found that the
mediation for BI-SPI ( t =5.296, p < 0.001), POC-SPI ( t =3.493, p <
0.001) and SN-SPI ( t =3.431, p < 0.001) were signicant.
The impact of control variables was tested using Smart PLS4 process
emulator (Table 7). It was found that the effect of Gender → BI ( t =
2.015, p < 0.05), Gender → GCE ( t =2.044, p < 0.05) and EDU_Cir-
ticate → GCE ( t =2.904, p < 0.5) was signicant whereas the impact
of EDU_Cirticate → BI ( t =0.412, p >0.05), EDU_Cirticate → SPI ( t =
0.950, p >0.05) and Gender → SPI ( t =0.206, p >0.05) was
insignicant.
The R-square value for BI is 0.2 88 which explains that 28.8 % of
variance which is explained by DMC and POC. Similarly, The R-square
value for SPI is 0.9 87 which explains that 98.7 % variance in SPI is
explained by BI and GCE. The R-square value for GCE is 0.466 which
explains that 46.6 % variance in GCE is explained by BI and POC.
Fig. 2. CFA results.
Table 2
Measurement model results.
Constructs Item Loading VIF Cronbach CR AVE
Decarbonizing
marketing
campaign
DMC1 0.804 2.387 0.854 0.858 0.670
DMC2 0.924 2.659
DMC3 0.714 1.788
Brand Image BI1 0.830 2.648 0.913 0.910 0.609
BI2 0.810 2.651
BI3 0.821 2.794
BI4 0.858 3.252
BI5 0.603 1.589
BI6 0.674 1.703
BI7 0.831 3.156
Perception of costs POC1 0.717 1.602 0.788 0.786 0.552
POC2 0.724 1.614
POC3 0.786 1.776
Sustainable
purchase
intentions
SPI1 0.786 3.064 0.906 0.927 0.814
SPI2 0.841 2.885
SPI3 0.916 2.904
Green customer
engagement
GCE1 0.765 2.802 0.931 0.916 0.773
GCE2 0.899 2.356
GCE3 0.963 2.383
Subjective Norms SN1 0.786 2.309 0.886 0.887 0.721
SN2 0.841 2.532
SN3 0.916 3.092
Table 3
Discriminant validity (HTMT analysis).
Variables BI DMC GCE POC SN SPI
BI – – – – – –
DMC 0.532 – – – – –
GCE 0.656 0.285 – – – –
POC 0.219 0.240 0.075 – – –
SN 0.737 0.464 0.701 0.141 – –
SPI 0.857 0.379 0.764 0.116 0.893 –
Table 4
Discriminant validity Fornell-lacker.
Variables BI DMC GCE POC SN SPI
BI 0.812 – – – – –
DMC 0.483 0.880 – – – –
GCE 0.628 0.276 0.937 – – –
POC 0.210 0.219 0.074 0.821 – –
SN 0.665 0.411 0.651 0.130 0.902 –
SPI 0.587 0.339 0.711 0.096 0.500 0.918
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
7
Further, at the structural level, the predictive relevance for this model
tested and found that the Q
2
for BI =0.271, GCE =0.518 and for SPI =
0.584 where all the values are above zero, which is considered excellent.
Moderated mediation
The moderated mediation analysis was performed, and it was found
that at the mean, the moderation of SN for the effect of BI on the SPI
through GCE is mediated signicantly. Further at the mean, the
moderation of SN for the effect of DMC on the GCE through BI is
Fig. 3. Process control bootstrapping output.
Table 5
Result of structural model.
Hypothesis Variables Original sample (O) Sample mean (M) Standard deviation (STDEV) T statistics (O/STDEV) P values Results
H1a DMC →SPI −0.058 −0.058 0.037 1.561 0.119 Not Supported
H1b DMC →GCE 0.020 0.021 0.040 0.508 0.611 Not Supported
H1c DMC →BI 0.474 0.474 0.059 8.069 0.000 Supported
H2a BI →SPI 0.217 0.217 0.063 3.435 0.001 Supported
H2b BI →GCE 0.517 0.515 0.079 6.535 0.000 Supported
H3a POC →SPI −0.006 −0.005 0.036 0.162 0.872 Not Supported
H3b POC →GCE −0.160 −0.159 0.043 3.713 0.000 Not Supported
H3c POC →BI −0.038 −0.040 0.055 0.686 0.493 Supported
H4a GCE →SPI 0.667 0.667 0.070 9.545 0.000 Supported
H5a SN →SPI 0.325 0.327 0.107 3.043 0.002 Supported
H5b SN →GCE 0.493 0.485 0.131 3.758 0.000 Not Supported
H5c SN x BI →GCE 0.006 0.007 0.021 0.266 0.791 Supported
H5d SN x GCE →SPI −0.019 −0.020 0.015 1.280 0.201 Not Supported
Table 6
Results of mediation effect.
Hyp. Variables Original sample (O) Sample mean (M) Standard deviation (STDEV) T statistics (O/STDEV) P values Results
H2c DMC→BI→GCE 0.248 0.248 0.048 5.206 0.000 Supported
H2d DMC→BI→SPI 0.088 0.088 0.028 3.088 0.002 Supported
H2e POC→BI→SPI −0.007 −0.007 0.011 0.640 0.522 Not Supported
H2f POC→BI→GCE −0.020 −0.021 0.029 0.686 0.493 Supported
H4b DMC → GCE → SPI 0.013 0.015 0.027 0.502 0.616 Not Supported
H4c BI→GCE→SPI 0.355 0.355 0.067 5.296 0.000 Supported
H4d POC→GCE→SPI −0.108 −0.107 0.031 3.493 0.000 Supported
H4e SN→GCE→SPI 0.331 0.326 0.097 3.431 0.001 Supported
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
8
mediated signicantly. Similarly, at the mean, the moderation of SN for
the effect of POC on the SPI through GCE is mediated signicantly and at
the mean, the moderation of SN for the effect of SN on the SPI through
GCE is mediated signicantly (Table 8).
Interaction effect
The simple slope analysis was performed to test the interaction effect
of subjective norms. As converging lines for the relationship of GCE-SPI
(Fig. 4) shows that there exists a signicant interaction effect (β =
−0.234, p < 0.05) whereas the parallel lines for the relationship of BI-
GCE (Fig. 5) shows that there is no signicant interaction effect (β =
0.016, p >0.05) exists for subjective norms.
This information is provided by standard PLS-SEM analyses about
the relative importance of constructs that are explained by the other
constructs in the structural model. The information for the importance
of a particular construct is useful when concluding. By considering the
performance of each construct, the importance of performance map
analysis (IPMA) makes the results of PLS—SEM even stronger. The IPMA
shows that competence skills are the most important and the highest
contributing factor to the performance of SPI. Further, it is visible in the
gure that all the components are performing equally except POC which
is outperforming (Fig. 6).
Results and discussion
Initially, CFA assessment was conducted to examine the relationship
of the decarbonizing marketing campaign, brand image, perceptions of
cost, sustainable purchase intentions, and green customer engagement
in the context of EVs in Saudi Arabia. Similar structural model was
formed by Narayanan and Antoniou (2022) and was veried for the
brand image, perceptions of cost, and purchasing intention, which
provided an excellent t for EVs context.
Regarding the structural model, the current study did not conrm the
proposed relationships between decarbonizing marketing campaigns
with sustainable purchase intentions and green customer engagement.
Thus, H1a and H1b were rejected. This result states that despite the
consumers’ knowledge of the positive effects of decarbonisation on the
environment, it does not lead to an enhanced buying persuasion for
green products or promote higher levels of consumer engagement,
Therefore these results contradict the previous research (Siskos et al.,
2015, 2018). It may also be possible that other factors of consumer value
can be more signicant in enhancing behavioural intentions than sus-
tainability marketing campaigns, such as brand trust, environmental
concerns and social inuence are noted to be crucial factors (Iqbal et al.,
2023; Simanjuntak et al., 2023). Essentially, consumers could search for
more than just a message, maybe they need mutual engagement and
belonging to a community of like-minded individuals with similar values
and preferences. The hypothesis H1c was tested for the impact of
decarbonizing marketing camping on the brand image. The result
conrmed that decarbonizing marketing camping has a signicant
impact on the brand image, and therefore hypothesis H1c was accepted.
This shows that consumers associate brands that are promoting the
process of decarbonization with sustainability. These results align with
the previous research in the marketing literature (Gleim et al., 2019;
Wappelhorst et al., 2014a). That’s why the campaign of sustainable
initiatives is an important path to building a positive brand image.
The hypothesis H2a states that there is a signicant impact of brand
image on sustainable purchase intentions, was accepted. These results
show that brand image has a strong and positive relationship with sus-
tainable purchase intentions. A positive brand image, especially the one
drawing on the company’s environmental and ethical policies, creates a
positive attitude towards the environment and encourages people to
purchase environment friendly products (Mutarraf et al., 2022; Wap-
pelhorst et al., 2014b). Studies also show that, consumer tend to prefer
brands that are responsible and committed to sustainability. This kind of
relationship shows the signicance of making highly positive associa-
tions in consumers’ mind representing brand values that consumers can
gain and incorporate into their value systems for purchase decisions. The
hypothesis H2b states that there exists a positive impact of brand image
on green customer engagement, got accepted. These results are in
congruence with researchers showing that the consumers with the
essence of brand increasing their level of involvement with the green
policies of the brand. Accordingly, it was clearly showed that the level of
perceived brand environment commitment inuences brand-related
consumer activities which include advocacy and community
involvement.
The hypothesis H2c found that the brand image mediates the rela-
tionship between decarbonization of marketing campaign and green
Table 7
Effect from control variables (education and gender).
Hyp. Variables Original sample (O) Sample mean (M) Standard deviation (STDEV) T statistics (O/STDEV) P values Result
H6a EDU_Cirticate → BI 0.034 0.034 0.082 0.412 0.681 Not Supported
H6b EDU_Cirticate → GCE 0.196 0.198 0.068 2.904 0.004 Supported
H6c EDU_Cirticate → SPI 0.058 0.059 0.062 0.950 0.342 Not Supported
H7a Gender → BI 0.384 0.381 0.191 2.015 0.044 Supported
H7b Gender → GCE 0.301 0.298 0.147 2.044 0.041 Supported
H7c Gender → SPI 0.025 0.027 0.121 0.206 0.837 Not Supported
Table 8
Conditional indirect effect (moderated mediation).
variables Estimates Standard
deviation
(STDEV)
T
statistics
(O/
STDEV)
P
values
Results
BI → GCE →
SPI
conditional
on SN at
Mean
0.317 0.051 6.277 0.000 Supported
DMC → BI →
GCE
conditional
on SN at
Mean
0.255 0.044 5.872 0.000 Supported
DMC → GCE
→ SPI
conditional
on SN at
Mean
0.012 0.023 0.507 0.612 Not
Supported
POC → BI →
GCE
conditional
on SN at
Mean
−0.020 0.030 0.669 0.504 Not
Supported
POC → GCE
→ SPI
conditional
on SN at
Mean
−0.094 0.027 3.526 0.000 Supported
SN → GCE →
SPI
conditional
on SN at
Mean
0.290 0.086 3.384 0.001 Supported
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
9
customer engagement. When decarbonizing marketing campaign is
managed effectively, it helps in improving the brand image and as a
result improves the customers’ engagement. Whenever consumers feel
that the brand is truly dedicated to sustainability, they can contribute to
the brand’s marketing campaign and participate in the brand’s com-
munity (Siskos et al., 2015). This mediation effect underscores the need
to ensure the marketing campaign, and the brand image is consistent to
the consumer. Further, the hypothesis H2d states that there is a medi-
ating role of brand image between decarbonizing marketing campaigns
and sustainable purchase intentions was accepted. Reducing carbon
footprints in marketing campaign also improves the image of the brands
that drive consumers’ plans to purchase green products. There is a clear
indication that when brands convey the message about sustainability, it
positively inuences consumers to choose their brands in preference to
other brands. The hypothesis H2e states that brand image mediates the
relationship between perception of cost and sustainable purchase in-
tentions, was rejected. This nding implies that although brand image is
relevant, it may not offer enough of a reason to overcome cost barriers to
sustainable purchasing. From that point, consumers may be willing to
compromise the brand image to the price because the results reveal that
cost perception have a direct relationship with their buying intentions of
sustainable products. This underlines the fact that brands refuse to
address cost concerns, stating that companies can work at less prots if
consumers are willing to pay for sustainable products. The hypothesis
H2f stating that there is a mediation of brand image for the relationship
of perception of cost and green customer engagement, was accepted.
Since sustainable commitment may inuence the intensity with which
the consumer is willing to interact with the brand, the cost may not
necessarily be a key issue for consideration among factors that likely
affect consumers’ engagement with a brand. This mediation effect
therefore informs brands about the need to promote and improve the
image of brands with a view to engage consumers with perceived cost
barriers.
Hypotheses H3a and H3b did not nd a relationship between per-
ceptions of cost with sustainable purchase intentions and green
customer engagement; thus, both hypotheses were rejected. This shows
that the cost related to purchases is not always the key consideration
factor for consumers; therefore, it may not be enough to motivate con-
sumers’ intentions towards purchasing sustainable products. These re-
sults contradict the previous research. The reason may be that
consumers may have other factors to consider, such as brand image,
product quality or eco-friendliness, that may lead them to ignore cost
factors (Prakash et al., 2018; Tan et al., 2022b). Furthermore, the
awareness of sustainable issues shows that consumers might be willing
to pay more for what they perceive as sustainable products (Abu-Alkeir
et al., 2020). This raises the possibility that the issue of the high cost of
sustainable products is taken over by better marketing of the value of
sustainable products by the brand and suggests that brands should work
on engaging customers through innovative strategies other than the
cost. On the other hand, hypothesis H3c was supported in the current
study and indicated that perceived cost signicantly impacts the brand
image. This means that the consumer’s evaluation of the brand can
relate to the image of the brand. Brands associated with product quality
and long-term sustainability may increase brand image. This signicant
relationship shows how pricing strategies impact customers’ perception
of certain products.
The hypothesis H4a states that green customer engagement has a
signicant impact on sustainable purchase intentions, was accepted.
This nding indicates that when consumers actively engage with brands
that promote sustainability, they are more likely to develop intentions to
Fig. 4. Converging lines for the relationship of GCE-SPI.
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
10
purchase sustainable products. These results corroborated with the
previous EV context (Gulzari et al., 2022; Jung and Koo, 2018). This
relationship highlights the importance of fostering green customer
engagement for brands that enhance sustainable purchasing behaviour.
By creating opportunities for consumers to engage with green initiatives,
brands can effectively drive purchase intentions. In contrast, hypothesis
H4b was rejected, which shows that green customer engagement does
not mediate the relationship between brand image and sustainable
purchase intentions. These results contradict the previous research
(Siskos et al., 2015, 2018). Furthermore, digital marketing managers
should pay more attention to the visual aesthetic quality to promote
brand image, which leads to behavioural intentions (Ligaraba et al.,
2024; Zheng and Xu, 2024). This nding highlights the complexity of
consumer behaviour, suggesting that brands must focus on building a
strong brand image and creating engagement opportunities to drive
purchasing behaviour effectively. The hypothesis H4c was supported in
the current study and indicated that green customer engagement me-
diates the relationship between decarbonizing marketing campaigns and
sustainable purchase intentions. This nding indicates that effective
decarbonizing marketing campaigns can enhance consumer engage-
ment, promoting their intention to purchase sustainable products. This
fact is corroborated with the previous research, which asserted that
when consumers are engaged with a brand’s sustainability message,
they are more likely to translate that engagement into purchasing
behaviour. This mediation effect emphasizes integrating customer
engagement strategies into marketing campaigns to foster a deeper
relationship with consumers and drive sustainable purchasing in-
tentions. Similarly, the ndings of this study also indicate hypothesis
H4d was supported, which shows that green customer engagement
mediates the relationship between the perception of cost and sustainable
purchase intentions. This nding is in the same line with the previous
marketing literature, which concludes that green engagement can act as
an inuential mediator between perceived value, emotional value and
behaviour purchasing intentions (Felix et al., 2022; Gulzari et al., 2022).
Engaged consumers may be more willing to overlook cost concerns if
they feel a strong relationship with the brand and its sustainability ef-
forts. This nding highlights the potential for brands to develop
engagement strategies to mitigate cost-related barriers to sustainable
purchasing, ultimately encouraging consumers to prioritize sustain-
ability over price. In the same line, Hypothesis H4e was supported and
conrmed that green customer engagement mediates the relationship
between subjective norms and sustainable purchase intentions. When
consumers observe social pressure favouring sustainable behaviour,
their engagement with brands promoting sustainability increases their
intention to purchase sustainable products. This mediation effect sug-
gests that social inuences can be effectively harnessed through
engagement strategies, encouraging consumers to act in alignment with
their perceived norms. Brands can leverage this by creating
community-driven initiatives that foster engagement and reinforce
positive social norms around sustainability.
Furthermore, the ndings of this study also indicate Hypothesis H5a
was supported, which conrmed that subjective norms inuence sus-
tainable purchase intentions. This nding corroborated with the previ-
ous EVs literature, which concludes that subjective norms serve as a
crucial factor in shaping purchase intentions (Pailwar, 2022). It also
highlights the inuence of social factors in consumer decision-making
and suggests that sustainable consumption can be adopted through ap-
peals to social norms and group action on behalf of brands. On the other
hand, hypothesis H5b, that subjective norms signicantly impact the
green customer engagement, was not supported. These results
Fig. 5. Parallel lines for the relationship of BI-GCE.
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
11
contradict the previous research (Siskos et al., 2015, 2018). This sug-
gests that even though subjective norms may affect purchasing in-
tentions, it does not compel consumers to interact with brands on
sustainability activities. This means that other drivers, including the
personal values and the perceived credibility of a brand’s sustainability
initiatives, may be more inuential in encouraging customers. This
means that brands should develop genuine engagement possibilities and
seek relevance amongst the consumer base rather than relying on cul-
ture prescriptions. The hypothesis H5c was supported stating that there
is a signicant moderation of subjective norms on the relationship be-
tween brand image and green customer engagement. The result in-
dicates that consumers’ perception of society’s pressure for sustainable
consumption has positively associated a brand image with increased
engagement. This moderation effect reveals a need for incorporating
social factors in the analysis of the brand image to account for the fact
that they either boost or decrease the consumers’ response to the brands.
This nding is in the same line with the previous digital marketing
literature, which concludes that subjective norms play a signicant
moderator role in inuencing the relationship between purchase
intention and online citizenship (Perera et al., 2023). Furthermore, the
hypothesis H5d states that subjective norms moderate the effect of green
customer engagement on sustainable purchase intentions, was rejected.
This may suggest that consumers’ orientation toward procuring sus-
tainable products is the result of indivdual perceptions and not the
environment in which they engage themselves. To stimulate purchasing,
brands need to rely on the perception of consumers’ values regarding
green purchasing and the perceived benets of green buying rather than
on subjective norms.
The ndings of this study also indicate that Hypotheses H6a and H6c
were rejected, which indicates that education certicates did not impact
the brand image and purchase intention, meaning that education might
not improve brand image perception or behaviour intention by con-
sumers. On the other hand, Hypothesis H6b was accepted, reecting that
education certicates substantially affect green customer engagement.
The results show that consumers with higher education qualications
will be willing to engage more with brands that are involved in sus-
tainability initiatives. This engagement might be due to increased public
concern about environmental matters and their decision to purchase
environmentally friendly products. This raises the question of whether
other factors could be more decisive in the decision-making process of
the buyer, for example, price sensitivity, brand indifference, or personal
values, that explains why the consumer can be better seen as acting in a
more complex manner when it comes to the sustainability of products.
Finally, Hypothesis H7a was accepted, which shows that gender has
a signicant impact on brand image, which means that men and women
may process brands and judge them in the context of different attributes;
thus, while men may not have the same appreciation for the concepts of
social and environmental responsibility as women deemed to improve
the perceived reputation of a brand rating. Further, hypothesis H7b
conrmed that gender impacts green customer engagement, which is
supported, the same result was found by Gleim et al. (2019). This sug-
gests that women are keener on sustainable participation and brands
that consider sustainability. Nevertheless, the failure of hypothesis H7c
to support engagement and brand perception for sustainable purchase
intention by gender was rejected. This means that despite unique ap-
proaches to engagement and portraying brands, they do not differ in
purchase intentions as a function of gender. This study’s implication is to
draw attention to the fact that consumer purchasing decision-making is
not solely inuenced by gender and therefore derives brand image and
engagement; other factors like value systems, cost factors, and product
Fig. 6. Importance performance map analysis (IPMA).
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
12
availability may facilitate sustainable buying behaviour regardless of
gender.
The interaction effect shows the simultaneous effect of two or more
variables. In this study, the combined effect of social norms and green
customer engagement on sustainable purchase intention had a signi-
cant impact which shows that combined the impact of these variables
are signicant. Further, the research indicates individual factors that
impact sustainable purchase intentions, function more powerfully when
combined together. Sustainable purchase intentions should be driven
effectively by businesses and policymakers who promote social norms
and green customer engagement collectively. The IPMA shows that
competence skills are the most important and the highest contributing
factor to the performance of sustainable purchase intentions. Further, it
is visible in the gure that all the components are performing equally
except perception of cost which is outperforming the other variables.
Conclusions
The study’s ndings show that there is a multiplicity of contributions
in which decarbonizing marketing campaigns affect consumers’
behaviour and attitudes in the eld of EVs. Based on the current study,
the results show several theoretical contributions. First, the outcome
highlights the importance of diverse marketing strategies for EVs in the
sustainability sector, utilizing both rational and emotional elements to
encourage EV purchasing behaviour. This means that brands require
better solutions that consider both marketing message delivery and
actual engagement, which are likely to resonate with sustainable con-
sumers. In the current study, factors such as decarbonizing marketing
campaign, brand image and green customer engagement were revealed
to have signicant and favourable inuences on intentions to purchase
sustainable goods and consumer engagement (H1c, H2a, H2b, H2c, H2d,
H2f, H3c, H4a, H4c, H4d, H5a, and H5c). These ndings are correlated
with the previous marketing literature in the era of EVs. Integrating
these factors into the marketing campaign will help the adoption of EVs,
and allow manufacturers to establish preferred relationships with
communities, and promote sustainability globally and in Saudi Arabia.
Secondly, the current research corroborates with previous research
(Mathur et al., 2021; Spangenberg et al., 1997; Zver and Vukasovi´
c,
2021), which identied brand image as a signicant mediator between
marketing campaigns and consumer attitude and behaviour. Further,
the results of this study have conrmed that brand image has a signi-
cant mediating role for the relationships such as decarbonizing mar-
keting campaign on green customer engagement (H2c), decarbonizing
marketing campaign on sustainable purchase intentions (H2d), and
perception of cost on green customer engagemtn (H2f). The current
study concludes that a more favourable image of EV manufacturers
signicantly enhances decarbonizing marketing campaigns impact on
consumers’ purchase intentions. EVs manufacturing should be carefully
considered in establishing a positive image to increase consumer pur-
chase intentions and level of engagement.
Thirdly, this study highlights subjective norms as an important
moderated mediation role regarding the related relationships. Initially,
the inuence of subjective norms on the impact of the brand image
concerning sustainable purchasing intentions through green customer
engagement was found signicant. The previous sustainable literature
contradicted this nding. Secondly, subjective norms inuenced the
impact of the decarbonization marketing campaign on green customer
engagement through brand image, which was signicant. Lastly, sub-
jective norms signicantly inuenced the perceptions of cost on sus-
tainable purchase intention through green customer engagement. These
results highlight the crucial role that subjective norms play in mediating
the relationships that promote purchase intentions and customer
engagement. EV manufacturers aiming to enhance their positive repu-
tations or engage consumers in sustainability initiatives should pay
closer attention to social pressures.
Achieving SDG-13 requires a combined effort from organisations and
consumers for practical implications. The current study illustrates how
decarbonizing marketing campaigns can positively promote the pur-
chasing of EVs by fostering society’s awareness and aligning individuals
with sustainable goals. Table 9, outlines the practical implications that
stakeholders in electric vehicles can gain from the perceptions of mar-
keting, public policymakers, and manufacturers. This understanding
aims to ensure that sustainable marketing initiatives operate effectively,
helping to combat climate change and foster healthier, more sustainable
societies. The current ndings indicate that decarbonizing marketing
campaigns promote the EV era’s brand image. Thus, marketing man-
agers should emphasise establishing comprehensive sustainable mar-
keting campaigns that encourage environmental, social, and cultural
activities to present signicant sustainable brand repetitions that pro-
mote consumer purchase intentions and engagement. Furthermore, the
result of the study informed the government and other related bodies
about the importance of enabling supportive ecosystems to reduce car-
bon emissions caused by standard cars, such as providing extra subsidies
and enhancing the overall infrastructure. This study highlights the
marketing campaign for sustainability toward enhancing the EV mar-
ket’s brand image, which aided in establishing a relationship between
Table 9
Summary of practical implications of the study.
Marketing Perspectives Public Policymaker
Perspectives
EV Manufacturers
Perspectives
1. Brand Alignment: EV
manufacturing should
align its marketing
strategy with KSA vision
2030 and the Saudi
Green Initiative (SGI) to
maintain a compelling
decarboniszation
narrative.
2. Inuencer
Collaborations: The EV
brand should integrate
an auto inuencer to
create a practical side-
by-side campaign
comparing EVs with
petrol vehicles, promot-
ing the brand image on
sustainable purchase
intention (H2a: BI
→SPI).
3. Personalised
promotion: Since 2018,
Saudi women have been
able to own cars. The
marketing manager for
the electric vehicle (EV)
brand can create
personalised
promotional content
featuring female Saudi
inuencers from
various sectors. This
approach can emphasis
the value of EVs in
terms of convenience
and safety technology.
By doing so, it can
strengthen the impact of
the decarbonization
marketing campaign on
the brand’s image (H1c:
DMC → BI) and boost
the impact of subjective
norms on brand image,
which leads to green
customer engagement
(H5c: SN x BI →GCE).
1. Enhancing the
electric vehicle
charging situation in
Saudi Arabia: EV
policymakers might
invest more in solar-
powered charging
stations in large cit-
ies and install bat-
tery storage for off-
grid EV charging in
rural areas. Doing
this can strengthen
the impact of the
following hypothe-
ses: (H1c: DMC
→BI), (H2b: BI
→GCE), and (H3c:
POC →BI).
2. Direct EV Purchase
Incentives: EV
Policymakers could
implement a subsidy
for every new EV
purchase. This may
enhance the impact
of green customer
engagement on
sustainable purchase
intentions (H4a:
GCE →SPI).
1. Brand Consistency: EV
brands must create
interactive apps that
showcase EVs’
nancial and
environmental
advantages. This may
minimise the
perception of cost and
enhance the brand
image (H3c: POC
→BI).
2. Sustainability
Reporting for Electric
Vehicle
Manufacturers:
Electric vehicle
manufacturers should
launch a smart
sustainability portal to
monitor real-time CO2
levels in
manufacturing. This
can strengthen the
impact of subjective
norms on sustainable
purchase intentions
(H5a: SN →SPI) and
(H4a: GCE →SPI).
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
13
brand and consumer to boost adoption behaviour.
Limitations and future research directions
The present study has few limitations that should be considered
when interpreting the ndings; these limitations might affect the
external validity of the study. First, the research is based mostly on
consumers, which may lead to certain biases in response to the ques-
tions, like social desirability and recall bias. For the same reasons,
generalization of the study results to other populations and more in-
clusive samples should be used in future research. Additional variables
that can be incorporated into future studies include cultural factors,
emotional factors, and digital marketing or e-marketing perspectives.
Studying these dimensions may give a richer understanding of the multi-
dimensionality of the consumer decision-making process and help
improve specic marketing campaign interventions intended for pro-
moting environmentally sustainable products like EVs.
Authorship contribution statement
All the authors have considerable contributions in all the sections of
the paper.
Declaration of generative AI and AI-assisted technologies in the
writing process
During the preparation of this work the author(s) used ChatGPT to
improve the readability and grammar of the manuscript. After using this
tool/service, the author(s) reviewed and edited the content as needed
and take(s) full responsibility for the content of the publication.
Funding statement
This research did not receive any specic grant from funding
agencies in the public, commercial, or not-for-prot sectors.
CRediT authorship contribution statement
Mohammed Saeed J. Alzahrani: Writing – review & editing,
Writing – original draft, Visualization, Validation, Resources, Project
administration, Investigation, Funding acquisition, Formal analysis,
Data curation, Conceptualization. Adil Zia: Writing – review & editing,
Writing – original draft, Visualization, Validation, Supervision, Soft-
ware, Resources, Project administration, Methodology, Investigation,
Formal analysis, Data curation, Conceptualization.
Declaration of competing interest
The authors declare that they have no known competing nancial
interests or personal relationships that could have appeared to inuence
the work reported in this paper.
Annexure A. Questionnaire
Code Items of the scale Source
Decarbonizing marketing campaign (Wu and Wang, 2014)
DMC1 This company has reduced sales of over packed products.
DMC2 This company look for environmentally friendly production procedures.
DMC3 This company takes the responsibility to protect the environment in its business.
DMC4 This company uses recyclable products.
Brand Image (Gong et al., 2023b; Kumar and Kaushik, 2022)
BI1 This product provides product appearance and packaging that meet my needs.
BI2 Choosing this product is wise.
BI3 This product provides excellent services.
BI4 This product quality is satisfactory.
BI5 Enjoying this product is trendy.
BI6 Enjoying this product is a symbol of social status.
BI7 This product shop environment offers me enjoyment.
Perception of costs (Kim et al., 2024)
POC1 To charge an electric car will be expensive.
POC2 To buy an electric car will be expensive.
POC3 To service an electric car will be expensive.
Sustainable purchase intentions (Gong et al., 2023b; Kumar and Kaushik, 2022)
SPI1 I’ll continue buying this companies product.
SPI2 I’ll recommend this companies product to others.
SPI3 Whenever this companies have promotional sales, I increase my purchase volume.
SPI4 I’ll be happy to pay more for this companies’ products.
Green customer engagement (Castillo-Apraiz et al., 2023)
GCE1 Overall, I am happy with EVs.
GCE2 I say positive things about EVs to others.
GCE3 I encourage my friends and family to buy and use EVs.
GCE4 I would recommend an EV to someone who seeks my advice on cars.
Subjective norms (Hill et al., 1977)
SN1 My family thinks that I should use this company products.
SN2 The use of this company products is appreciated in my peer group.
SN3 In my peer group I make sure to use this company products.
M.S.J. Alzahrani and A. Zia
Environmental Challenges 19 (2025) 101164
14
Data availability
Data will be made available on request.
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