标题：Mediating effect of Social Media Engagement between Brand Experience & Green Purchase Intention: A Study related to Battery Operated Vehicles (Electric 2 Wheelers)
期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：3
页码：4375-4383
DOI：10.9756/INT-JECSE/V14I3.564
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：Global Economy has been marching towards the reduction of green house effect by adapting to eco-friendly activities. World Health Organization also has issued advisory guidelines to protect the environment and the matter of serious concern is climate change that occurs due to green house effect and global warming. The major causing agent is the invariable use of petrol and diesel vehicles. So, the scenario must be changed and conventional vehicles must be replaced with electric vehicles. In this research work, investigation was carried out to exhibit the “mediating cause of social media engagement between brand experience & green purchase intention”. What forces prompt the people decide to buy electric vehicles instead of conventional one. 579 sample sizes have been interviewed in and around different parts of Bangalore city. Responses have been collected by adopting convenient sampling method. Results revealed that Brand Experience influences Green Purchase Intention to certain extent by considering the social media engagement as mediating variable.
关键词：Social Media;Brand Experience;Green Purchase Intention;Green House Effect and Global Warming
