Factors Affecting Consumers’ Intention to Purchase Domestic and Electric Automobiles (TOGG): A Research in the Eastern Black Sea Region

Many countries in the world produce their domestic cars and take part in the automotive market. Turkey was also included in these countries, with the TOGG electric car brand introduced in 2019. The TOGG electric car brand, was mass-produced and sold in 2022, has begun to be purchased and used by consumers. Therefore, the factors that affect consumers' purchasing intentions for TOGG brand domestic and electric cars are a matter of curiosity. Therefore, the research aims to determine the effects of consumer innovativeness, consumer ethnocentrism, performance expectation, social impact, environmental benefit and price insensitivity on the purchase intention of TOGG brand domestic and electric cars, and also to reveal the moderating role of the subsidies offered for purchase in these effects. The survey form prepared for this purpose was applied face to face to consumers in seven Eastern Black Sea Region provinces. As a result of the analysis, while positive effects of consumer innovativeness, consumer ethnocentrism, performance expectation, social impact and environmental benefit on the intention to purchase the TOGG brand automobile were determined, no significant effect was determined regarding price insensitivity. These findings have substantial implications for both theory and practice.