The Decision-Making Processes for Consumer Electric Vehicle Adoption Based on a Goal-Directed Behavior Model

Abstract

Electric vehicles (EVs) are increasingly recognized as a viable strategy for mitigating energy consumption and reducing greenhouse gas emissions within the transportation sector. In order to facilitate the advancement of EVs, this study expands upon the model of goal-directed behavior by integrating the novel concept of perceived consumer effectiveness (PCE) to examine the decision-making process of consumers regarding EV adoption. The model was empirically tested using data gathered from 398 participants in China. The results indicate that factors such as attitude, subjective norm, anticipated positive and negative emotions, and PCE significantly enhance consumers’ desire to adopt EVs, which subsequently affects their behavioral intentions. Notably, the relationship between desire and behavioral intention is moderated by PCE. The insights derived from this study enhance the understanding of EV adoption behaviors and offer strategic recommendations for promoting electric vehicles.