Research On Factors Of Willingness-to-pay On New Energy Vehicle Based On Responsible Environmental Behavior Model

The development of new energy vehicles is important for dealing with environmental pollution and energy shortage,it is also a major step in the transformation of Chinese automotive industry.We should note that the market share of new energy vehicles in China is still relatively low compared to traditional vehicles,besides with the changes in the industrial development cycle and the emergence of some fraudulent activities,supporting policy is gradually withdrawing.Therefore,the promotion of new energy vehicle need not only governmental support,but also an urgent enhancement of their attraction to consumers.With the development of the economy and the improvement of people's living standards,consumers consider more than self-interest factors when making decisions.Altruism,social responsibility also become important factors.As for new energy vehicles,a kind of green products,the environmental value will also affect consumers' purchase willingness.Therefore,based on empirical research,this paper identifies the factors affecting consumers' purchase willingness of new energy vehicles,and then utilizes structural equation model to explore the direction and intensity of the impact of different factors on the purchase intention of new energy vehicles,then puts forward the promotion strategy of new energy vehicles.The main research contents include: 1.Identify the influencing factors of consumers' purchase willingness of new energy vehicles.Based on the existing research in this field,combined with the responsible environmental behavior model,the factors affecting consumers' purchase willingness of new energy vehicles are identified.Includes attitudes,self-responsibility,locus of control,knowledge of issues,knowledge of action strategies,action skills.2.Intensity analysis of influencing factors of consumers' purchase willingness of new energy automobiles.Statistical analysis software was used to analyze the information collected by the questionnaire,and structural equation model(SEM)was used to verify the hypothesis.The results show that all factors in the model have a positive impact on purchase willingness,but the locus of control has a smaller impact.3.Put forward suggestions to improve consumers' purchase willingness to buy new energy vehicles.According to the research results,according to the influence of different factors on consumers' purchase willingness of new energy vehicles,this paper puts forward relevant suggestions to improve consumers' purchase willingness.