GREENING THE ISLAND /
UNDERSTANDING CONSUMPTION AND BATTERY ELECTRIC VEHICLE ADOPTION INTENTIONS IN THE NORTH CYPRUS MARKET
BASMA BOUCHANOU; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI
- vi, 52 sheets; 31 cm. 1 CD-ROM
Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department
Includes bibliography (sheets 45-49)
ABSTRACT This study investigates the influence of symbolic cues and individual characteristics on Adoption Intention in the context of sustainability in North Cyprus. The analysis is based on a sample of 157 respondents. The results reveal that Environmental Symbols significantly impact Adoption Intention, indicating that individuals in North Cyprus are more inclined to adopt sustainable practices when exposed to symbols associated with environmental consciousness. Similarly, the presence of Innovation Symbols positively influences Adoption Intention, highlighting the role of symbols related to technological advancements in shaping individuals' intentions to adopt environmentally friendly practices. Furthermore, the study identifies moderation effects, demonstrating that individuals with higher levels of Face Consciousness and Technological Enthusiasm are more influenced by Status Symbols and Innovation Symbols, respectively. These findings emphasize the importance of considering symbolic cues and individual characteristics when designing interventions to promote sustainable behavior in North Cyprus. The implications of the study suggest the utilization of Environmental and Innovation Symbols, as well as the customization of interventions to align with individual motivations and aspirations. While the study provides valuable insights, limitations include the sample size and reliance on selfreport measures. Further research should explore larger and more diverse samples, employ mixed-method approaches, and investigate additional variables and causal relationships. These recommendations can guide stakeholders in fostering sustainable behavior and contributing to a more environmentally conscious society in North Cyprus. Keywords: Adoption intention, Environmental enthusiasm, Face consciousness, North Cyprus, Symbolic consumption, Technological enthusiasm.