Revealing the Way to Buying New Energy Vehicles: Green Perceived Value, Green Perceived Risk, Environmental Awareness, and Green Trust

Under the current low-carbon background, new energy vehicles are the main force in the new energy industry to reduce traffic pollution. Based on improving energy conservation and environmental protection, and taking consumers’ purchase intention (PI) of new energy vehicles (NEV) as an example, this study explores the influence mechanism of consumers’ green perceived value (GPV) and green perceived risk (GPR) on consumers’ PI of new energy vehicles. This study found that the higher the GPV, the higher the consumers’ willingness to buy NEV. Moreover, the higher the GPR, the lower the consumers’ willingness to buy NEV. Green trust plays an important role in promoting the consumption behavior of NEV. Citizens’ environmental awareness (EA) has a significant moderating effect on customers’ GPV, GPR, GT, and PI. By collecting samples from the world’s largest market, we try to provide meaningful insights for new energy vehicle companies that have entered or plan to enter the Chinese market.