Paper Title
A STUDY ON “THE PURCHASE INTENTION OF THE MILLENNIALS (GEN Y AND Z) TOWARDS GREEN VEHICLES- A TEST OF TRICOMPONENT ATTITUDE MODEL”

Abstract
Abstract - “Green is the prime color of the world, and that from which its loveliness arises”. We all are living in the advance era of technology. Advancement always helps for the betterment of human life. The environmental consciousness among the millennials is increasing day by day and Green Vehicles must be the future means of transport. Pollution, growing demand for fuel, Global Warming, promoting eco-friendly means of transport are some of the reasons for promoting green vehicles. The endeavor of the paper is to investigate the purchase intention of the Millennials (Gen Y and Z) towards green vehicles, and tests the Tricomponent Attitude Model (TAM) as a conceptual framework. The research proposes a quantitative approach and collect data from a sample questionnaire through an online survey. The results of the paper are that the TAM is a suitable conceptual framework for explaining the purchase intention of Millennials towards green vehicles, and that their attitude towards green vehicles is influenced by their cognitive, affective, and conative components. The findings also expected to reveal that environmental concern, perceived behavioral control, and subjective norm are significant predictors of Millennials' purchase intention towards green vehicles. This study provides valuable insights for policymakers, marketers, and manufacturers in the automotive industry to develop effective strategies for promoting green vehicles among Millennials. This research paper at the end aims to show that the transportation is transforming and everyone should be ready to adopt it. Keywords - Purchase Intention, Millennials, Environmental Consciousness, Green vehicles and Tricomponent Attitude Model.