Unraveling the Determinants of New Energy Vehicle Purchase Intentions in the Shandong Region through the Theory of Planned Behavior using PLS-SEM and IPMA

This study investigates the factors influencing Green Purchase Intention (GPI) and Green Purchase Behavior (GPB) among consumers in the Shandong region, focusing on new energy vehicles (NEVs). Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA), the research identifies key determinants of GPI and GPB. The results show that Perceived Behavioral Control (PBC) is the strongest predictor of GPI and GPB thus suggesting that it has a central influence to frame consumer intentions and behavior towards sustainable purchase, along with Green Attitude (GA) and Perceived Social Norms (PSN) (so positive eco-friendly attitudes can also increase sustainable purchase intentions).Overall, the findings of this research indicate that perceived behavioral control can be enhanced and attitudes can be developed favorably to encourage sustainability consumer behaviors. In this way the proposed research broadens the current knowledge regarding which motivational factors are involved in the adoption of NEVs and can also inform policymakers and marketers with regards to factors encouraging green consumption behaviors.