Promoting Sustainable Transport: The Role of Incentive Policies and Subjective Norms in Consumer Purchasing Behavior in the Electric Vehicle Market in China

Peng Liu; Mohamad Hisyam Selamat

doi:10.6981/FEM.202505_6(5).0011

Authors

Peng Liu
Mohamad Hisyam Selamat

DOI:

https://doi.org/10.6981/FEM.202505_6(5).0011

Keywords:

Incentive Policies; Subjective Norms; Purchasing Behavior; Electric Vehicle.

Abstract

Going green with travel not only cuts down on energy use and vehiclebon emissions but also is crucial in constructing a sustainable transportation system. This research delves into the influence of incentive policies and subjective norms on Chinese consumers' decisions to buy electric vehicles, drawing on the theory of planned behavior, consumer behavior theory, and government intervention theory. A cross-sectional survey approach was employed, and a random sample was selected to guarantee the representativeness of the data and the broad applicability of the research findings. Ultimately, 351 Chinese consumers took part in the survey. The results indicate that both incentive policies and subjective norms have a substantial positive effect onpurchasing behavior. The incentive policies offered by the government are key in lowering the barriers for consumers to make a purchase and boosting their buying actions. Meanwhile, subjective norms from the social context impact consumers' purchase choices regarding the acceptance and promotion of electric vehicles. Based on the research outcomes, recommendations are put forward for optimizing the promotion strategy of electric vehicles, providing a foundation for building a sustainable transportation ecosystem.

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