Research on the impact of preferential tax on new energy vehicle purchase on consumers' purchase intention : using consumers' green perceived value as an intermediary variable

Abstract

In June 2023, three ministries in China jointly issued the "Announcement on the Continuation and Optimization of the New Energy Vehicle Purchase Tax Policy" to promote the growth and advancement of the new energy vehicle (NEV) industry. While much of the existing research focuses on macro-level evaluations of policy outcomes, the micro-level effects of this policy remain unclear. Specifically, there is limited exploration of its influence on individual consumers’ psychological perceptions and purchase intentions. To address this gap, this study investigates the impact of NEV purchase tax incentives on consumers' purchase intentions, using green perceived value as a mediating variable. Through a comprehensive questionnaire survey, the results demonstrate that the tax incentive policy significantly and positively influences consumers' purchase intentions. Moreover, green perceived value is identified as a partial mediating factor in this relationship. Based on these findings, the study offers practical recommendations for policymakers and corporate marketers to stimulate the growth of the NEV market. This research not only contributes theoretical insights into the decision-making process of NEV consumers but also provides actionable strategies to support the development of the NEV industry