Abstract
Electric vehicles have been one of the most prominent green technologies that help reduce carbon emission and energy consumption in the world. China has also been strongly advocating the development of electric vehicles (EVs) as the major path of automobile industry transformation. Based on a nationwide online survey in China, this study explores the Chinese consumers’ attitude and intention towards adopting EVs. It demonstrates the positive effects of cultural values, including man-nature orientation, long-term orientation and face-consciousness, and the negative effect of risk aversion in influencing the Chinese consumers’ adoption intentions of two types of EVs, namely battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs). It also identifies the mediating effect of deontological ethical evaluation and the moderating effect of generational cohorts in the influencing process. The results suggest that public policy and social marketing efforts can pay more attention to the role of cultural values when promoting sustainable consumption, and importantly the promotion efforts should differ for different cultural elements, products with different levels of innovativeness and different generational cohorts.
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