The Predictors of Green Purchase Intention for Electric Vehicles: A Mediation Analysis of Chinese Working Adults in Shanghai, China

Abstract

The growing demand for Electric Vehicles is crucial in reducing carbon emissions, yet consumer adoption remains slow despite their environmental benefits. This discrepancy underscores the critical need to investigate Green Purchase Intention, which is essential for advancing Sustainable Development Goal 13 (Climate Action). Immediate research is needed to identify and address the barriers influencing consumer purchase intention. The use of Electric Vehicles greatly reduces the atmospheric pollution caused by fuel vehicles. However, there are still many obstacles to the wider popularization of Electric Vehicles. This research examines the principal determinants affecting Green Purchase Intention (GPI) regarding Electric Vehicles, focusing on Environmental Knowledge (EK), Perceived Behavioral Control (PBC), and Social Media (SMM) as exogenous variables, with Subjective Norm (SN) and Green Perceived Value (GPV) serving as mediators. Rooted in the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) Theory, explore how these variables influence consumers' intentions to choose Electric Vehicles in their purchasing decisions.

A sum of 429 valid responses was collected among working adults in Shanghai using a purposive sampling method. A rigorous quantitative analysis was conducted using PLS and revealed Green Perceived Value, Subjective Norm, and Perceived Behavioral Control significantly affect the Green Purchase Intention of Electric Vehicles. However, Environmental Knowledge and Social Media do not. Green Perceived Value and Subjective Norm were identified as major mediators in explaining connections between Environmental Knowledge and Green Purchase Intention, and between Social Media and Green Purchase Intention, respectively.

Given the lack of direct influence from Environmental Knowledge and Social Media, policymakers should prioritize strategies that enhance the social networks to shape consumer attitudes. Additionally, targeting Green Perceived Value and Subjective Norm through interventions may effectively increase adoption and promote sustainable transportation.