Abstract
The intention to purchase an electric car can be explained in two ways: the intention to adopt a new technological product, and the intention of green consumption. Based on the theoretical research on customer behavior and a literature review, an analytical framework on the intention of Vietnamese consumers to purchase electric cars is proposed. The framework is developed by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Norm Activation Model (NAM). According to the framework, a consumer’s intention to purchase is influenced by performance expectancy, effort expectancy, social influence, facilitating condition, personal norm, and an ascription of responsibility and consequence awareness. Besides contributing a theoretical framework on the consumer’s purchase intention, the article also proposes some suggestions for manufacturers and policymakers in promoting electric cars in the Vietnam market.
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