Exploring purchase intention toward new energy vehicles among Chinese consumers : an integration of the theory of planned behavior and perceived risk theory

Abstract

The global energy crisis and environmental pollution have heightened the demand for sustainable transportation solutions. As a low-carbon mode of travel, new energy vehicles (NEVs) are gaining growing attention from both governments and consumers worldwide. China, as the world’s largest automobile market, plays a pivotal role in advancing carbon neutrality through the widespread promotion of NEVs. This study focuses on Chinese consumers and integrates the Theory of Planned Behavior with Perceived Risk Theory to investigate how behavioral attitudes, subjective norms, and perceived behavioral control influence the intention to purchase NEVs, while also examining the moderating effect of perceived performance risk. A total of 301 valid responses from the questionnaires were obtained through stratified random sampling, and the data were analyzed using correlation and multiple regression techniques via SPSS. The findings indicate that: 1) behavioral attitudes, subjective norms, and perceived behavioral control significantly enhance purchase intention, with perceived behavioral control exerting the strongest influence; and 2) perceived performance risk moderates these relationships negatively, diminishing their positive effects. A key contribution of this study is the incorporation of perceived performance risk as a moderating variable within the Theory of Planned Behavior framework, offering insights into consumer decision-making under conditions of uncertainty. Based on these results, the study recommends that the government increase investment in technological research and development (R&D) and charging infrastructure, while enterprises improve technological reliability, ensure transparent data disclosure, and enhance after-sales services to mitigate perceived risks and strengthen purchase intention. This study offers both theoretical insights and practical implications for promoting NEVs and shaping policy strategies.