The Research Of Influencing Factors Of Consumers' Comprehension On New Energy Vehicles And Policy Guidance Suggestions

With the continuous improvement of awareness of environmental protection of the public,the green consumption(environmentally friendly)behavior has become an important part of environmental economics research.The green consumption behavior is reflected in the choice and use of green products,which is affected by a number of factors.Because of the individual differences in consumers,the green consumption behavior is not only an economic proposition,but also a psychology proposition of consumer.There are some indications show that the preferences of products,led by the individual differences,influence consumer's choice for green products.Therefore,it is necessary to study the green consumption behavior from the perspective of consumer psychology,to explore the influencing factors,so as to deepen consumer's understanding of the green consumption behavior and serve the government intervention to achieve the goal of the green society.According to the previous research results,the environmental knowledge has a significant impact on the consumer's willingness of green consumption behavior,and at the same time,the consumer's willingness of green consumption behavior is closely related to consumers' behavior.Therefore,in this paper,through the study of psychological factors of consumers,we'll analyze the influence of psychological factors on the level of their understanding of environmental knowledge.The research object is the new energy vehicles,because the current national energy subsidies for new energy vehicles and publicity efforts,the audience is also more extensive.In this paper,several psychological factors were selected:consumer preference,feature satisfaction,incentive measures,new energy vehicle recognition and policy support.Hoping to explore the relationship between these psychological factors and the level of consumers' knowledge about new energy vehicles,and combined with the existing domestic and foreign policy intervention measures,we hope to put forward reasonable policy intervention recommendations.According to the data regression results,the degree of consumers' knowledge about new energy vehicles is influenced by three factors:the recognition of the new energy vehicle,consumer preferences and policy support,in which the recognition of the new energy vehicle is most remarkable,and in the regression of classification,the relationship between the degree of the recognition of a low price and the degree of understanding of new energy is not significant.According to this result,this study argues that in the popularization of science,we should reduce the propaganda of government subsidies,while increasing the publicity of other advantages of new energy vehicles,so that consumers will really recognize the new energy vehicles.This conclusion can also be extended to the advocacy of green consumption of other industries,to get consumers' support towards green consumption behave or,we should first obtain the recognition of consumer.