A A Study of Electric Vehicles (EV) Purchase Intention: The Perspective of Sustainability
Keywords:
Electric Vehicle, Theory of Planned Behaviour, Cue-Utilization Theory, SustainabilityAbstract
In Taiwan, a specific policy is to achieve ‘Net-Zero’ by 2050; thus, the Taiwanese government's announcement to ban the sale of gasoline-powered cars by 2030 and gasoline-powered motorcycles by 2040 to achieve this goal. With the rise of environmental awareness, the driver of governmental policy, and the introduction of the value of green consumption, we expect consumers' consumption habits to be gradually reshaped. To fit this gap, we propose a sustainability research model to assess consumers’ EV purchase intention in this study. We apply the Theory of Planned Behavior (TPB) as the research framework with external cues(stimuli), such as green advertising exposure, government incentive policies, environmental concern, knowledge of electric vehicles, and perceived value. This study collected 341 valid questionnaires, and SPSS 25 software was used to analyze and confirm the validity of all hypotheses. Our findings show that governmental incentive policy is the most critical factor, following environmental concerns on EV purchase intentions. We also examined the controlled variables of socioeconomic and demographic variables' influences on purchase intention. Our results corresponded with previous studies in which socioeconomic status, life stages, and age show different purchase intentions. The final section proposes valuable insights for EV marketing management and practical, sustainable policymaking reference.
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