Korea Trade Review (무역학회지)

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Environmentally Friendly Behavior of Chinese Consumers on Electric Vehicle Purchase Intention: Norm-activation Theory and Theory of Planned Behavior

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

  • Wang Chao (Global Business School, Soonchunhyang University) ;
  • Jihun Choi (Business School, Korea University) ;
  • Subin Park (Graduate School of International Studies, Seoul National University) ;
  • Taewoo Roh (Global Business School, Soonchunhyang University)
  • 왕조 (순천향대학교 글로벌경영대학) ;
  • 최지훈 (고려대학교 경영학과) ;
  • 박수빈 (서울대학교 국제대학원) ;
  • 노태우 (순천향대학교 글로벌경영대학)
  • Received : 2022.09.05
  • Accepted : 2022.10.30
  • Published : 2022.10.30
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Abstract

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.

Keywords

Acknowledgement

This work was supported by the Soonchunhyang University Research Fund.

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