Factors Influencing Consumers’ Behavior to Purchase New Energy Vehicles: Evidence from Zhengzhou City, China

New Energy Vehicles (NEVs) are crucial for reducing carbon emissions and facilitating sustainable energy transitions. This study investigates NEV purchase behavior in Zhengzhou using a random sampling method, collecting 344 valid responses through offline and online surveys over two months. Structural Equation Modeling (SEM) is applied to analyze key determinants. The results indicate that economic value, functional value, social value, environmental friendliness, brand reputation, and emotional resonance significantly influence NEV purchase decisions, while emotional value and functional attributes are not statistically significant. These findings suggest that besides economic and functional considerations, social recognition and brand perception play critical roles in consumer decisions. In summary, this study advances the understanding of NEV consumer behavior, integrating perceived value, brand image, and environmental influences into a structured framework. Future research should explore emerging trends such as autonomous driving, vehicle-to-grid (V2G) integration, and circular economy practices to enhance insights into sustainable mobility adoption dynamics.