Abstract

Electric vehicles (EVs) attract increasing attention among consumers worldwide due to their innovative and environmentally-friendly properties. Buying an EV is not only an environmentally-friendly behavior but also an innovation-acceptance behavior. Accordingly, consumer propensities associated with environmental-innovative products—environmental propensity and innovative propensity—are expected to influence consumers’ attitudes and intention for EV purchase. Relying on an extended theory of planned behavior, this study reveals that both environmental propensity and innovative propensity of consumers have significant indirect impacts on their intention to purchase EVs through the mediation of attitude, subjective norm, and perceived behavior control. Based on these findings, important marketing implications for promoting the EV market are suggested.

摘要

电动汽车 (EV) 因其创新和环保的特性而越来越受到全球消费者的关注。购买电动汽车不仅是一种环保行为，也是一种接受创新的行为。因此，与环境创新产品相关的消费者倾向——环境倾向和创新倾向——预计会影响消费者购买电动汽车的态度和意向。基于计划行为的扩展理论，本研究表明，消费者的环境倾向和创新倾向通过态度、主观规范和感知行为控制的中介作用对其购买电动汽车的意愿产生显着的间接影响。基于这些发现，提出了促进电动汽车市场的重要营销意义。