Research On The Influence Of Consumer Ecological Consumption Values On The Purchase Intention Of New Energy Vehicles

In recent years,China’s economy has kept a continuous and healthy progress,and the urbanization process is also accelerating day by day.With the raising of people’s living standard and the acceleration of life rhythm,the use of automobiles in daily life becomes more common,which makes the demand for automobiles keep increasing for a long time.Although this has effectively promoted the progress of the automobile industry,it can yet be regarded as a booster for economic growth,it has also caused many negative effects such as the lack of non-renewable resources and serious damage to the ecological environment.Since 2012,the government has given full support to the development of pure electric vehicles,and has made brilliant achievements in promoting the development of energy-saving and new-energy automobile industry.First,it is beneficial to the transformation of the automobile industry;Second,it not only alleviates the present situation of air quality decline and ecological environment damage caused by tail gas emission,but also reduces the consumption of non-renewable resources.It can be seen that the development of new energy automobile industry is a strategic measure that benefits the country and the people,and it is of both practical significance and reference value to study how to promote the improvement of consumer purchase intention in the current era.This paper sorts out the domestic and foreign literature about the consumption behavior of new energy vehicles,and chooses to study from the perspective of ecological consumption.After sorting out the related literature of value-belief-norm theory,it decides to explore the influence of values on purchase intention.After summarizing massive literature on the application of the theory of planned behavior,subjective norm and perceived behavioral control are selected as mediating variables to construct the theoretical model.Using this model to analyze the correlation between consumer ecological consumption values and the purchase intention of new energy vehicles.By referring to the existing scales used in related research at home and abroad,the questionnaire is compiled.It is slightly modified to get a final questionnaire,and then a large number of questionnaires are collected through online forwarding.Use SPASS 24.0 and MPLUS 7.0 to make corresponding analysis step by step,so as to check whether the model and hypothesis are reasonable.The results of software operation show that: ecological consumption values have a positive impact on the purchase intention of new energy vehicles;Ecological consumption values positively affect subjective norm and perceptual behavior control;Both subjective norm and perceived behavioral control can positively influence the purchase intention of new energy vehicles;Both subjective norm and perceived behavioral control play partially mediating roles.Make suggestions according to the results of empirical research,which not only give the basis for the government to make policies to push forward the development of new energy automobile industry,but also provide reference for guiding business model innovation.They provide theoretical direction for technological innovation and marketing strategy formulation of automobile enterprises.They also provide theoretical support for consumers to change their values and strengthen their consciousness.