In recent years, the increasing greenhouse gas emissions have led to global warming, climate change, and air quality deterioration. While posing serious physical and economic threats to human beings, they have also had negative impacts on the ecological world. In addition, a large amount of nitrogen oxides emitted by cars and other pollutants that are very harmful to the human body cause problems, and electric vehicles are a way to solve these problems. Electric vehicles can be charged in a low-carbon grid, so they can Reduce greenhouse gas emissions. However, electric vehicles still have problems such as high price and long charging time. In order to expand the consumption of electric vehicles, it is necessary to understand what factors affect the purchase of electric vehicles and how consumers perceive electric vehicles. Not only the utility aspect of electric vehicles but also the psychological aspects can have an impact on the purchase, so extensive research on the psychological aspects is warranted.
This study aims to investigate the current situation and characteristics of green car purchases under the condition that the green car market is expanding, and to find out how consumers' psychological characteristics of buying green cars affect consumers' purchase intentions. In addition, we try to find out the differences in consumers' purchase intentions according to the moderating effect of innovation resistance, so as to verify the causal relationship between the factors ranging from environmental protection car purchase characteristics to purchase intentions, and systematically establish the consumer purchase decision-making process, and based on innovation Resistance analysis of purchase intentions to develop future eco-friendly vehicles. That is to say, the purpose of this study is to understand the moderating effect of innovation resistance on the psychological characteristics of consumers who purchase environmentally friendly vehicles on their purchase intention when investigating the relationship between the psychological characteristics of consumers who purchase environmentally friendly vehicles and their purchase intention.
This reminds us that from the standpoint of new energy vehicle companies and marketers, it is very important to understand consumers' personal and psychological characteristics. The basic framework of the research includes factors affecting the purchase of environmentally friendly vehicles (Eco-friendliness, Green self-identity, Subjective knowledge about the environment), purchase intention and innovation resistance.
The hypothetical results are as follows.
First, based on previous studies, a systematic conceptualization was attempted on consumer psychological characteristics such as eco-friendly tendencies, subjective knowledge of the environment, green self-identity, purchase intention, and innovation resistance.
Second, it was found that consumer psychological characteristics such as eco-friendly tendencies, subjective knowledge of the environment, and green self-identity had a significant effect on purchase intention. This is the same as the research results adopted in previous studies related to perceived value. Eco-friendly tendencies have the greatest influence on purchase intention, followed by subjective knowledge of the environment and green self-identity. Hypotheses H1-1, H1-2 and H1-3, were thus adopted.
Third, it was confirmed that innovation resistance controls the impact of eco-friendly tendencies, green self-identity, subjective knowledge of the environment, and purchase intention. Hypotheses H2-1, H2-2 and H2-3 were thus adopted.
As discussed above, as a result of analyzing the structural influence relationship between consumer psychological characteristics such as eco-friendly tendencies, subjective knowledge of the environment, green self-identity, and purchase intention, significant influence relationships were confirmed in all paths in the research model.