Impacts of Consumer Ethnocentrism on Purchasing Intention of Electric Vehicles: A Case Study of Henan Province, China

Abstract

The purpose of this study is to explore the relationship between antecedents and consumer ethnocentric tendency on electric car purchasing in Henan province, China. This is a quantitative research paper, the data collected through a semi-structured survey questionnaire from 422 electric car owners in Henan province, China. One-way ANOVA and Pearson's correlation coefficient were employed to test data variables and to test the hypothesis. This study concludes that a significant relationship between consumer ethnocentrism and socio-psychological (patriotism; correlation), demographics (age; income level), as well as purchasing intention on electric vehicles.

Tüketici Etnosentrizmi ve Tüketici Yenilikçiliği Açısından Yerli Elektrikli Otomobili Satın Alma Niyetleri: Bir Ön Değerlendirme

“…Whereas numerous brands have created their own EVs in the market, purchase intentions of EVs have also been associated with CE in countries with high levels of nationalism. In China, for instance, a positive correlation between CE and purchase intentions of Chinese EVs among Chinese consumers was found (Guo and Bunchapattanasakda, 2020). In another study conducted on a sample of Chinese consumers, Björck and Lu (2019) reached similar results.…”

“…Although the positive effect of CE on purchase intentions of domestic products is mostly evident in different product categories, studies regarding this effect on EV purchase intentions are quite limited. For example, Guo and Bunchapattanasakda (2020) indicated CE was significantly related to the purchase intentions of EVs in China. However, ethnocentric U.S. consumers had more positive attitudes towards U.S. car brands than Japanese ones (Brodowsky, 1998).…”

“…Therefore, much more effort is required to raise EV adoption to the desired level. Another way to raise EV adoption might be to promote domestic brands since the patriotic thought is arising as an important factor to influence consumer behaviors in countries with high nationalism (Guo and Bunchapattanasakda, 2020), and also in more expensive product categories (Li and Wyer, 1994;Herche, 1992).…”

Turkey’s Domestic Car TOGG in the Framework of New Trends in Electric Vehicles and Consumer Ethnocentrism

“…In Turkey, for instance, the current share of EVs and hybrids accounted for 0.3% of all registered vehicles by 2020 [65]. Therefore, far more effort is required to achieve the target level of EV adoption.…”