The automotive industry faces the challenge of adopting green strategies to align with sustainable development goals. Green marketing and sustainable consumption have gained attention in recent years. The global automotive industry has prioritized the development and promotion of energy-efficient vehicles powered by alternative energy sources. Understanding green consumption behaviours holistically, including social purchasing preferences, is essential to encouraging the adoption of electric vehicles. This article investigates the determinants of green consumer behaviour in the electric vehicle market. Using a mixed-methods approach, qualitative findings were applied to develop hypotheses, which were subsequently tested through quantitative analysis. The study confirms the relevance of the Value-Belief-Norm (VBN) theory in explaining pro-environmental behaviours. While qualitative insights highlight the importance of values such as pollution reduction and climate change mitigation, quantitative results indicate that Moroccan consumers value technical features, such as innovation, over environmental factors. Electric vehicles are perceived as symbols of sustainability and modernity.