Factors Impacting Consumers’ Purchase Intention of Electric Vehicles in China: Based on the Integration of Theory of Planned Behaviour and Norm Activation Model

Understanding the factors that drive consumers to purchase electric vehicles (EVs) is critical to achieving decarbonization of China’s transportation sector, as well as mitigating global warming. This study aims to construct a research model based on altruistic and self-interested perspectives by integrating the Theory of Planned Behaviour (TPB) and Norm Activation Model (NAM) to predict the psychological factors that influence Chinese consumers’ intention to purchase EVs. Data were collected from 867 participants in China and empirically tested using Structural Equation Modeling (SEM). Self-interested factors, namely subjective norms, attitudes and perceived behavioural control, all had a significant positive effect on EV purchase intention. Additionally, the results showed that personal norms had the greatest effect on EV purchase intention. It was also found that awareness of consequence, ascription of responsibility and subjective norms were positive predictors of personal norms. Awareness of consequence had a positive effect on both the ascription of responsibility and attitudes. The findings contribute to understanding the psychological drivers of Chinese consumers’ intention to purchase EVs and can provide decision-making references for policy makers and manufacturers.