To Buy or Not to Buy? Attitudinal Ambivalence of Chinese Consumers toward Electric Vehicle Purchasing Behavior

The development process of the popularization of electric vehicles as an important way to promote sustainable development of transportation is largely affected by consumer attitudes. Given the important role of attitudinal ambivalence in green consumer behavior, this study integrates planned behavior theory, technology acceptance model, and perceived risk theory to construct a conceptual framework. A cross-sectional survey design was used, and valid data from 351 Chinese consumers was obtained through random sampling. The study shows that perceived usefulness partially mediates the impact of attitudinal ambivalence on consumer purchase behavior. Although perceived ease of use does not have a direct significant impact on purchase behavior, it indirectly affects purchase decisions through attitudinal ambivalence. Perceived risk did not significantly affect purchasing behavior, nor did it mediate the relationship between attitudinal ambivalence and purchasing behavior. The results show that consumers pay more attention to perceived usefulness in their purchasing decisions for electric vehicles, and that perceived ease of use mainly affects the consumer's psychological evaluation process rather than directly promoting purchasing behavior. Perceived risk does not become a major obstacle. This study provides a reference for governments, manufacturers, and retailers, emphasizing the importance of optimizing the consumer experience to reduce attitudinal ambivalence and promote purchasing behavior for electric vehicles.