Abstract

The purpose of this study was to apply the Theory of Planned Behavior (TPB) to investigate the influence of social media influencers (SMI) on Facebook on the perception of pro-environmental values, price value, and subjective norms, which resulted in an increase in positive green purchase attitudes and green purchase intentions regarding electric vehicles (EV). The model was developed and tested on 410 Thais from Generation Y using structural equation modeling. Findings show that SMI on Facebook has a positive impact on pro-environmental values, price value, and subjective norms. However, the only factor found to influence green purchase attitudes was collectivistic value perceptions in terms of pro-environmental values. Price value and subjective norms also affect how people feel about green purchases, which in turn affects their plans to make green purchases. As a result, this study's findings contribute to a better understanding of the perception of pro-environmental values and intentions to purchase EVs, which could also play a crucial role in encouraging sustainable consumption