Understanding the Barriers to Consumer Purchasing of Electric Vehicles: The Innovation Resistance Theory

Abstract

In the context of sustainable transition, the factors that impact the decision to purchase electric vehicles (EVs) have garnered significant interest. However, existing research predominantly concentrates on the promotional factors while disregarding an examination of the resistance effects. Drawing on the innovation resistance theory (IRT), this study aims to investigate the influence of three functional barriers (usage, value, and risk) and two psychological barriers (tradition and image) on consumers’ intention to purchase EVs. Additionally, we also analyze the moderating effect of environmental concern and incentive policy. Based on a survey of 297 respondents in China, we used SPSS 26.0 and AMOS 24.0 to verify our hypothesis. Our findings indicate that usage, value, risk, and tradition barriers negatively affect EV purchase intentions. Moreover, the negative relationship between functional barriers and EV purchase intentions is weaker for a strong incentive policy. Furthermore, we found that Gen Y and households with private car consumers are more willing to purchase EVs. These findings contribute to extending the applicability of IRT to the sustainable transportation field. They also offer practical guidance for EV enterprises with regard to marketing strategies that effectively mitigate the functional and psychological barriers to enhance profits, and for policymakers to better stimulate the development of the EV market.