An Empirical Study On The Influence Of Greenwashing Behavior Of New Energy Vehicles On Consumers’ Purchase Intention Under Environmental Responsibility Consciousness

The development of new energy vehicles actively responds to the national call of "energy saving and emission reduction",and is of great significance to promote our country from an automobile power to an automobile power.As early as 2018,China’s new energy vehicle sales have become the world’s first,which is inseparable from the support of government policies,whether it is the financial subsidies for new energy vehicle enterprises,or the purchase tax exemption for consumers who buy new energy vehicles,the government has played an important role in supporting the development of the new energy vehicle industry.However,with the gradual withdrawal of state subsidies,the new energy vehicle market from policy-driven to market guidance,want to improve the sales of new energy vehicles,only from the consumer demand,fully consider the factors affecting consumer buying behavior,in order to achieve the market transformation of new energy vehicles and industrial sustainable development.Secondly,with the continuous improvement of social economy and citizen quality,consumers not only consider the egoism factor when buying new energy vehicles,but also attach importance to environmental protection and strengthen their sense of social responsibility will improve their willingness to green consumption.However,at the present stage,there are series of greenwashing behaviors in the new energy automobile industry such as "cheating to compensate" and "exaggerating the actual carbon reduction value",which hinder the market promotion of new energy vehicles and affect the purchase intention of consumers who choose new energy vehicles because of environmental protection.Therefore,this paper,based on empirical research ideas and combined with the theory of consumer behavior,explores the pro-environment psychological factors that affect consumers’ purchase intention of new energy vehicles,and further explores the influence of green bleaching behavior of new energy vehicles under the consciousness of environmental responsibility on consumers’ purchase intention according to the research conclusions.It is found that pro-environment factors can affect consumers’ purchase decisions of new energy vehicles.Consumers’ perception of a certain brand of new energy vehicles will affect consumers’ purchase intention of other brands of new energy vehicles.The research conclusions can help enterprises understand consumers’ mood and purchase intention for new energy vehicles,strengthen the rationality of the formulation of marketing strategies for new energy vehicles,and help promote the new energy vehicles to promote the market faster and better.