Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles

Abstract The transportation sector's substantial greenhouse gas emissions necessitate solutions that promote sustainability. One potential approach is the higher adoption of electric vehicles (EVs). This study aims to empirically investigate the determinants of customers' intentions to adopt EVs, with a strong focus on the concept of green value. Framed in adaption‐innovation theory and based on the customer perceived value model, this research analyses the influence of emotion, price, quality, social, green value and green advertising skepticism on purchase intention and customer engagement. Employing a PLS approach to fit the conceptual model to data obtained from an online survey of potential customers in Germany, Spain, and Chile ( N = 791), we found evidence of a substantial and significant impact of green advertising skepticism on purchase intention and green perceived value. Notably, the social value of electric vehicles is the most crucial driver of customers' buying intention and is more important than price and green perceived value.