Abstract:
The trend of innovations takes place in the vehicle manufacturing industry has pushed
the patterns of consumption towards the new dimensions of key value propositions
including cost efficiency as one of the key matters. However, consumer adoption to
the new products is depending on the notion of perceived risk whereas consumer
decision making process becomes a vital factor. Brands or manufacturers need to
figure out how consumers respond to their marketing stimulus in making product
purchase intention. A significant market context is found in Sri Lanka for the electric
cars alongside the push factors of government policies and marketing practices of
brands in persuading consumers to get adopt to the new product buying decision.
However, it has found less studies in Sri Lankan context to figure out how consumers
respond to make purchase intention towards the electric car brands as a specific
research proposition. Accordingly, this concept paper intends to propose future
research direction by revealing how perceived risk as a notion does effect on the
purchase intention to the consumers towards electric vehicle brands considering Sri
Lanka as a special context. This paper has followed literature review to construct the
research propositions and hypotheses as a new contribution to knowledge since it
finds the considered product category as not being enough examined. Accordingly,
paper has concluded the alternative provisions to conceptualize future research studies
via suggesting variable relationships referring to perceived risk factors and purchase
intention.
