Research On The Influence Of Green Perceived Value On New Energy Automobile Consumption Intentions

With the increasing prominence of environmental pollution and energy shortage,the state began to advocate the route of green and sustainable development,and development of the traditional car industry as a pillar industry in China is often accompanied by air pollution and non-renewable energy consumption.Driven by government policies to support energy innovation,the new energy vehicle industry has entered a stage of high development as a national key project.Governments at all levels have introduced various forms of industrial support policies to provide a strong guarantee for new energy vehicles that are still in the promotion and application stage.However,in recent years,public subsidy policies are "counterproductive" as consumers are still not well informed about new energy vehicles,and most of them are still holding a wait-and-see attitude and are not willing to buy.Therefore,research on how to stimulate consumer demand for new energy vehicles is necessary.This paper takes green perceived value as the starting point to explore the relationship between perceived green value and purchase intention for new energy vehicles,taking into account several dimensions.This paper sorts out the relevant literature at home and abroad from the perspective of perceived value theory and purchase intention,combines relevant research,puts forward the hypothesis of the relationship between perceived green value,consumer innovation and intention to purchase new energy vehicles.,and constructs a theoretical model.On the basis of referring to the existing mature scale,the questionnaire is designed and distributed in combination with the characteristics of new energy vehicles,and the sample survey is carried out nationwide in the form of an online questionnaire.Then,SPSS software was used to perform quantitative statistical analysis on 370 valid data,including reliability and validity analysis,correlation analysis,regression analysis,and hierarchical stepwise regression analysis of regulatory variables,and tested the research model and hypothesis based on the empirical analysis results.Based on this,the following conclusions are drawn:(1)Most people now have an initial understanding of new energy vehicles,but this is still incomplete compared to conventional vehicles and the market for new energy vehicles is not yet mature.(2)Functional value,emotional value,green value and economic value in green perception have a significant positive impact on the purchase intention of new energy vehicles.(3)There is a positive moderating effect between consumer innovation in green perception value and new energy vehicle purchase intention.This paper explores the impact of purchasing intentions of new energy vehicles from the perspective of green perceived value,as well as the overall awareness of consumers of new energy vehicles at this stage,and introduces consumer innovation as a moderating variable.This can help governments and businesses to develop a consumer-centred approach,deeply understand the pain points of consumer demand and the causes of purchase behavior,carry out product innovation by exploring the real needs of consumers,seize the opportunity of product planning and market promotion,and promote consumers’ desire for new energy vehicle purchase.Finally,from the four different dimensions of functional value,emotional value,green value and economic value and consumer innovation,this paper puts forward strategic suggestions for relevant enterprises and governments to promote new energy vehicles to help enterprises achieve sustainable and healthy development.