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The Impact Of Consumer Environmental Values On The Purchase Intention Of New Energy Vehicles

Posted on:2019-12-02Degree:MasterType:Thesis
Country:ChinaCandidate:W YangFull Text:PDF
GTID:2382330548978997Subject:Business management
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In the process of urbanization and industrialization,along with the upgrading of production technology and the transformation of life style,the ecological environment has also been seriously damaged,and the energy and environmental problems are also increasingly prominent.As the symbol of modern industrial civilization,the automobile industry plays an important role in energy consumption,and it is also a pillar industry of a country.The development of traditional automobile is accompanied by various problems such as tail gas pollution and energy supply and demand.The development of new energy vehicles with green,environmental protection and energy saving has become an important direction of the development of automobile industry in every country in the world.In recent years,with the continuous strengthening of public awareness of protection,the promotion of the government's environmental protection and energy saving industry,and the maturity of automotive technology,the development of China's new energy vehicle industry is showing a relative ly good trend.On one hand,the new energy automobile consumption is becoming a consumption direction,while the current domestic research on new energy vehicles are mostly concentrated on the technology,policy,infrastructure construction and other aspects,and the exploring of impact mechanism on consumer purchase psychology is very less.Therefore,from the consumer aspect of green consumption,new energy vehicles on consumers' purchase intention is a necessity.On the other hand,National fiscal subsid y policy support is an important reason for the rapid rise of new energy vehicles at present.However,the attraction of new energy vehicles to consumers has been very mild,and it is still in a predicament in the automotive market competition and promotio n.At the same time,with the coming of the policy that new energy vehicles subsidy policy will gradually implemented subsidies.Thus,research on the internal psychological mechanism of consumers to buy new energy vehicles will also attract more and more attention.Firstly,through the literature review,this paper analyzes the research status of new energy vehicle consumption behavior at home and abroad,and from the perspective of green consumption behavior,we consider the relationship between consumers' environmental values and the purchase intention of new energy vehicles.Secondly,based on the theory of value,belief and norm(VBN),value attitude behavior model(VAB)and rational behavior theory,we construct the theoretical model of this paper.Thirdly,on the basis of the previous scholar's research scale,this paper compiles the questionnaire on the basis of the C hinese reality,and carries out a sampling survey through the network questionnaire.The data are analyzed with SPSS 17 and AMOS 21 stat istical software,and the research hypothesis of the model is tested.Through empirical research,we analyze the relationship between two mediating variables of different dimensions,environmental values,pro-environment personal norms and green perceived value,and the purchase intention of new energy vehicles.Data analysis shows that altruistic values and ecological values have a significant positive impact on the purchase intention of new energy vehicles,and green perceived value and pro-environment personal norms play a significant mediating role.Finally,according to the research results,proved that the consumer value of environment impact of the psychological purchase intention theory,for the following subsidies back slope mechanism implementation period,government departments to guide the purchase of new energy vehicles policy to provide theoretical support,also provide the theoretical direction for the innovation of products and marketing of new energy automobile enterprises,the implementation of new energy vehicles the market driven by the policy to the market and technology of double drive.
Keywords/Search Tags:New Energy Vehicles, Purchase intention, Environmental values, Green perception value, Personal Pro-environment Norms
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