Electric vehicle development in Beijing: An analysis of consumer purchase intention

Abstract

To reduce energy consumption and environmental pollution, the Chinese government is vigorously promoting the adoption of electric vehicles (EVs). As one of the first demonstration and promotion cities for EVs in China, Beijing has played an important leading role in the promotion of EVs. Based on the theory of planned behavior (TPB), this study introduced consumer cognitive status, product perception, and incentive policy measures (non-monetary incentive policy measures and monetary incentive policy measures) to build a purchase intention influence mechanism model for EVs. A questionnaire survey was conducted from March to April of 2018 among potential consumers in Beijing. A total of 502 valid survey responses were obtained, and a structural equation model (SEM) was used for an empirical analysis of the factors influencing EV purchasing intention. The results show that attitude, perceived behavior control, cognitive status, product perception and monetary incentive policy measures have significant positive effects on consumers’ intentions to purchase EVs in Beijing. However, subjective norms and non-monetary incentive policy measures have no significant impact on purchasing intention. In addition, the analysis results of the multi-group SEM show that there are significant differences in demographic variables (gender, age, education level, income, and ownership of cars) in the path of consumer purchase intention. Implications for policy makers and scope for further research are discussed.