Identify and bridge the intention-behavior gap in new energy vehicles consumption: Based on a new measurement method
2022
Lin, Boqiang | Shi, Lei
Replacing fuel vehicles with new energy vehicles is crucial for air pollution control and low-carbon transformation. Like other typical environmentally friendly ethical products, a significant intention-behavior gap might exist during the decision-making process. However, limited studies identified and investigated how to bridge the intention-behavior gap with an obstacle that consumers' purchasing behavior cannot be directly and reasonably quantified. We apply a new alternative quantitative method from the decision-making perspective to overcome that, and then we test whether there is a significant gap between consumers' purchasing intention and actual purchasing behavior. Based on that, the article verifies five new relationships between related policies, the energy-saving and emission-reduction effects perceived by consumers, and purchase behavior. Then we analyze the heterogeneities of different path relationships through a multi-group analysis method to explore how to narrow the gap between purchasing intention and actual behavior, by using 2565 household samples. According to the results of ANOVA (analysis of variance), the quantitative measurement method we proposed is effective, and the inconsistency between purchasing new energy vehicle intention and behavior is more obvious than in other ethical contexts. Consumers' perceived reduction in policy effectiveness and perceived behavior control can increase and decrease the intention behavior gap respectively. Finally, the target groups of people are found to bridge the gap effectively and some useful policy recommendations are proposed to narrow the gap between intention and behavior.
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