Research on Influencing Factors of China’s New Energy Vehicle Purchase Intention Based on Grounded Theory—A Case Study of Middle-aged Men

With the advancement of new energy vehicle technology and consumers' attention to environmental protection, new energy vehicles have been vigorously promoted and applied. Currently, research conducted by Western scholars primarily focuses on consumers' purchase intentions regarding new energy vehicles, with limited studies addressing actual purchase behavior. Most existing research emphasizes the impact of economic factors, technical aspects, and environmental attitudes on purchase intentions, while the relationship between group psychological factors, purchase intentions, and purchase behavior remains underexplored. To this end, this paper uses grounded theory to conduct in-depth interviews with three middle-aged men aged 40-50 who have car purchase records but did not choose new energy vehicles, and analyze the factors influencing the willingness and behavior of Chinese middle-aged male consumers to buy new energy vehicles. It is hoped that it can provide a reference for the government to optimize policies and enterprises to improve marketing methods, so as to promote the increase in sales of new energy vehicles and promote the development of new energy vehicles.