A comparative study of motivations driving EV purchases in different-tier Chinese cities

Abstract

Prevailing literature has largely focused on the motivations driving electric vehicle (EV) purchase intention instead of actual purchase behaviour, with a predominant emphasis on consumers in more developed cities. However, these insights may not be applicable to consumers in less developed ones and do not account for the intention-behaviour gap. Aiming to understand the motivations for actual purchase behaviour, a questionnaire was sent to both existing EV owners and potential consumers in different-tier Chinese cities. Results indicate regional variations in the motivations for purchasing EVs and reveal the presence of the intention-behaviour gap. Specifically, consumers in high-tier cities (first-tier and second-tier cities) are mostly driven by social norms but restricted by reduction in expenditure; consumers in low-tier cities (third-tier cities and below) are driven by technological interests. Environmental protection, privilege, and convenience may increase the purchase intention, but do not directly lead to purchase behaviour. This study will help governments and manufacturers to focus on the intention–behaviour gap and the different motivations in various target markets to introduce more practical policies and more effective marketing strategies.