Why do government policy and environmental awareness matter in predicting NEVs purchase intention? Moderating role of education level

Abstract

Urban transport sector's transition to cleaner energy is needed to help stop global warming. To reduce the sector's dependence on fossil fuels, government are promoting green mode of transportation and it can help reduce air pollution in cities. Our study examines Chinese consumers' environmental awareness and attitude toward new energy vehicle (NEV) policy, and its impact on their attitude toward NEV. Using the theories of planned behavior and social exchange we examine the relative impact of Chinese consumers' attitude toward NEV, subjective norms, and perceived behavioral control on their purchase intention. Our findings show that consumers' favorable attitude toward government policy and environmental awareness improves the consumers' attitude toward NEV, and a positive attitude toward NEV and the impact of social pressures or evaluations of early adopters help the transition to cleaner energy use by increasing the adoption of NEV. And this study suggests that consumers' education level has a significant moderating effect on their NEV purchase intentions. The study findings provide direction for the government's NEV promotion and application policy for city residents.