Consumers’ Purchase Intention toward Electric Vehicles from the Perspective of Perceived Green Value: An Empirical Survey from China

Abstract

This study aims to expand the current understanding of the antecedents and consequences of green purchase intention within the context of perceived green value (PGV). This study uniquely combines PLS-SEM and NCA to provide a comprehensive analysis of the factors influencing green purchase intention, offering a novel methodological contribution to the field. By examining the roles of influence and interaction as key precursors to perceived responsibility and self-efficacy, the research adds new dimensions to understanding how these factors shape green purchase intentions. Additionally, we explore how PER and PSE impact green purchase intention (GPI), primarily through their mediating effects. The survey data collected from consumers reveal that PGV positively influences GPI. Furthermore, both PER and PSE exhibit significant chain mediation effects, with the mediation effect of perceived environmental responsibility being particularly strong. This study provides actionable insights for policymakers and electric vehicle manufacturers, emphasizing the importance of green education, certification systems, and the promotion of environmental and economic attributes to foster green purchasing behavior. The findings suggest that government efforts should focus on intensifying green education and promoting the establishment of certification and evaluation systems for electric vehicle products. Meanwhile, electric vehicle manufacturers should highlight the environmental and economic benefits of their products to stimulate green purchasing behavior.