Policy cognition of potential consumers of new energy vehicles and its sensitivity to purchase willingness

The implementation effect of the marketing policies of new energy vehicles is based on a high policy cognition of potential consumers. By using questionnaire survey and experimental research and dividing the consumption promotion policies of new energy vehicles into two categories: “supply” and “demand,” this study analyzes potential consumers’ policy cognition and its sensitivity to purchase willingness. Results indicate that the policy cognition and purchase willingness of the potential consumers of new energy vehicles are currently at a low level. Policy announcements can also help increase consumer policy cognition and purchase willingness. The sensitivity to the purchase willingness of potential consumers’ policy cognition of either “supply” or “demand” side is very significant, and the sensitivity of the “demand side” policy cognition is greater than that of the “supply side” policy. The “purchase subsidy” policy in the “demand side” has the highest sensitivity, whereas the “tax reduction” policy has the lowest sensitivity. The “infrastructure” policy in the “supply side” has the highest sensitivity, whereas the “financial support” and “regulatory improvement” policies are less sensitive. The policy cognition of “purchase subsidy” and “priority right” in the “demand side” and the policy cognition of “infrastructure” in the “supply side” do not match the policy sensitivity. To this end, comprehensively improving the policy cognition of potential consumers in various policies of new energy vehicles and effectively changing the current situation in which the number of the marketing policies of new energy vehicles is promulgated are necessary. However, the policy cognition is low, and the policy “hanging” phenomenon is relatively common. Changing the one-sidedness and incompleteness of the current “subsidy retreat” policy propaganda process and guide consumers to correctly recognize that “subsidy subsidence” can evidently increase new energy vehicle consumers’ “gain of acquisition.” To change the mismatch status of the policy cognition in and policy sensitivity to new energy vehicles, the policy must focus on improving the policy cognition of “priority right” in certain non-limited cities and intensify the promotion and implementation of incentive policies for the construction and optimization of “infrastructures” such as charging piles of new energy vehicles.