The Theory of Planned Behaviour (TPB) is recognized as powerful predictive model to explain consumer purchase behaviour. However, there have been relatively few studies that determine the role of TPB’s constructs in e-cigarettes decision-making process. Moreover, the TPB ignores the impulsive motivation (i.e., hedonism) and unconscious motivation (i.e., habit) and perceived knowledge in the literature. This study adopted a quantitative method based on a survey with 293 young respondents using e-cigarettes. The proposed hypotheses were empirically tested with SPPS and AMOS. This study revealed that perceived knowledge positively influenced attitude, subjective norm (SN), and perceived behavioural control (PBC) respectively. The results showed a positive relationship between attitude, SN, PBC and intention, and intention positively influenced actual e-cigarettes use behaviour. The results also demonstrated how consumers’ hedonic motivation and habit influence intention. Lastly, the theoretical and practical implications and limitations were discussed.

Policies to promote the usage of energy-saving vehicles (EVs), such as electric vehicles and hybrids, were introduced and implemented in many countries due to increasing awareness of the potential benefits of such vehicles on environmental and energy conservation. However, despite consumers’ claims of their concerns and positive attitudes toward environmental issues, those claims have not been translated into energy-saving vehicles’ purchasing behavior. Prior studies neglected the interrelationship between consumer ethnocentrism (CE), perceived value (PV), and consumer knowledge (CK) in influencing consumer behavior, including pro-environmental behavior. This study examines the relationship between CE, PV, CK, perceived usefulness (PU), perceived ease of use (PEU), attitude and intention to purchase domestic energy-saving vehicles. A total of 396 completed questionnaires were collected through convenience sampling in Xuzhou, China. The survey data were subjected to descriptive analysis and analysis of variance using SPSS. In addition, confirmatory factor analysis and structural equation modeling (SEM) were utilized for the hypotheses testing. The results revealed that CE positively influenced PV and CK; PV and CK positively influenced PU and PEU. CK positively influenced PV, while PU and PEU positively influenced attitude and intention, and PEU was shown to influence PU. Furthermore, attitude was shown to significantly influence intention to purchase domestic energy-saving vehicles. Lastly, the theoretical and practical implications of the outcomes were discussed, including the limitations of the research.