European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
Proposed Conference Track
5. Innovation in theory, methods and measuring impact
Submission Format
Poster
Programme Listing
This session provides a comprehensive overview of how the Theory of Planned Behavior (TPB) has been applied in empirical studies of electric vehicle (EV/BEV) adoption, and its implications for social marketing. Drawing on research published between 2009 and 2025, the talk synthesizes major behavioral drivers, theoretical extensions, and research gaps, and examines how TPB-based insights might shape message framing, audience segmentation, and campaign design to promote EV adoption.
Primary Contact
Emre Harorli, PhD, Atatürk University
Presenters
Emre Harorli, PhD, Atatürk University
Authors
Emre Harorli, PhD, Atatürk University
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