전기자동차 구매의도에 대한 중국 소비자의 친환경적 행동: 규범활성화이론과 계획된 행동이론을 중심으로

초록

As a part of environmental pollution mitigation in China, the number of environmentally friendly vehicles in China is proliferating, attention to vehicles that use environmentally friendly energy continues to increase, and China’s new energy vehicle market is also growing rapidly. Similar to existing research, the focus of the subsidy is to provide financial support for electric vehicle buyers and the expansion of new energy vehicle charging infrastructure. Under these circumstances, this study attempts to understand the influence of Chinese consumers’ green responsibility​ and other psychological factors on electronic vehicle purchase intention based on norm activation theory and theory of planned behavior. PLS-SEM examined the proposed hypotheses with 369 valid Chinese consumers, and all were supported. Our findings contribute to the extension of the research scope of Chinese consumers’ intention to purchase electric vehicles and provide practical information for domestic and foreign firms entering China, the world's largest electric vehicle market.

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