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The present research aims to explore the determinants of (full) electric vehicle (EV) buying\udintention of Italian millennials focusing on the role that value co-creation initiatives might play\udin the buying decision-making process. Value co-creation initiatives in the EV domain are studied\udemploying an enhanced version of the Theory of Reasoned Action which, in addition to the traditional\udvariables of the model, also includes perceived importance of cars’ attributes. Structural Equation\udModeling (SEM) is used to analyze the data collected though an online survey on 523 Italians aged\ud18–35. The outcomes provide recommendations to tailor proper initiatives to encourage millennials’\udbuying intention of electric vehicles supporting private companies in favoring the adoption of\udwide-spread pro-environmental behaviors among Italian youngsters

Does Value Co-Creation Really Matter? An Investigation of Italian Millennials Intention to Buy Electric Cars