Are we thinking green? Determinants of green purchasing intention among the elderly towards green vehicles in sub-Saharan Africa
Volume 4, Issue 2
Authors
James Adu Peprah • Richmond Yeboah • Haitham Maarouf • Roopal Shrivastava •
Keywords
Green vehicles, sustainable mobility, healthy ageing, green purchase behaviour
Citation in APA style
Peprah, J. A., Yeboah, R., Maarouf, H. & Shrivastava, R. (2026). Are we thinking green? Determinants of green purchasing intention among the elderly towards green vehicles in sub-Saharan Africa. Journal of Business Sectors, 4(2), 25–41. https://doi.org/10.62222/EMIX7210
DOI
Abstract
Research background:
Despite growing environmental concerns and active government promotion, electric vehicle (EV) uptake in sub-Saharan Africa remains notably low, representing a significant gap in the region’s transition towards sustainable mobility. Furthermore, while the global shift towards green transportation continues to accelerate, the specific socio-demographic factors influencing EV adoption among older adults in the region remain substantially under-researched.
Purpose of the article:
This study aims to investigate the determinants of EV adoption intentions among older adults in sub-Saharan Africa, where EV uptake remains limited despite increasing environmental concerns and government support.
Methods:
Drawing on the Theory of Planned Behaviour, the study analyses empirical data collected from a sample of 312 registered vehicle owners aged 55 years and older. By examining this specific cohort across three major metropolitan areas in Ghana, the study provides detailed demographic and behavioural insights into a population segment whose perspectives are important for understanding the region’s transition towards green mobility. The research hypotheses were tested using confirmatory factor analysis and covariance-based structural equation modelling. The data were analysed using IBM SPSS Amos.
Findings & Value added:
The findings identify four key factors that significantly and positively influence behavioural intentions to purchase environmentally friendly vehicles: attitudes and beliefs towards EVs, financial incentives, environmental concern, and uncertainty avoidance. Furthermore, uncertainty avoidance was found to positively moderate the relationships between these factors and behavioural intention, thereby strengthening the effects of attitudes, financial incentives, and environmental concern on purchase decisions. The study highlights the need for targeted and multifaceted strategies to encourage EV adoption among older consumers. Practical implications include fostering positive attitudes towards EVs, designing effective financial incentive programmes, promoting environmental awareness, and developing communication strategies that address risk-related concerns. By focusing on an under-researched demographic in a developing African context, the study provides valuable insights for policymakers and marketers seeking to advance sustainable transportation and reduce the environmental impacts of conventional vehicles in the region.