FACTORS INFLUENCING CHINESE CONSUMERS TO BUY NEW ENERGY VEHICLES

Abstract

As the global environment continues to deteriorate, China has become more and more concerned about environmental protection. The development of the new energy vehicle industry is considered one of the means to reduce tailpipe emissions and alleviate air pollution. Therefore, in the process of promoting new energy vehicles, the Chinese government has launched a series of incentives to attract consumers to buy. However, consumers' purchasing behavior is affected by many aspects, including not only the government's preferential policies for new energy vehicles, but also consumers' environmental awareness, their knowledge of new energy vehicles, and manufacturers' promotional methods. Therefore, an in-depth understanding of the factors affecting consumers' purchasing behavior is important for understanding the dynamics of the new energy vehicle market, formulating more effective policies, and guiding the development of related industries. So, this paper analyzes the factors affecting China's consumers to buy new energy vehicles. This study adopts quantitative research by SPSS, which is analyzed by multiple linear analysis through 267 questionnaires collected. All of the respondents who participated in the survey met the screening requirement of owning or operating an electric vehicle. The results found that of the four independent variables function values automobile brand (AB), government policy (GP), environmental friendliness (EF) and consumer attitude (CA), all four variables had a positive effect on purchase decision (PD).