Does value orientation predict buying intention of new energy vehicles?

The increasing global demand for electric vehicles is evidence of the general recognition among the public regarding issues tied to climate change, carbon emissions, and air pollution. China has experienced a rapid expansion in its New Energy Vehicle (NEV) market over recent years, establishing itself as the largest such market globally. This research endeavors to comprehend how consumers' value systems contribute to their intent to purchase NEVs. The proposed model was assessed using the data collected from a Chinese sample. Employing a multi-faceted approach, this study uncovers the diverse ways in which consumers with varying value orientations evaluate NEVs and formulate intentions to support governmental initiatives. Furthermore, the study examines the interplay between consumers' value assessments, their inclination to endorse governmental efforts, and their intentions to purchase NEVs. The study's findings underscore the role of consumers' value orientation in shaping their perceptions of NEVs. Additionally, it reveals that consumers who align with an environmentally conscious government are more inclined to buy NEVs. • Based on Value-Belief-Norm and Value orientation theory, a new framework of NEVs behavior decision is constructed. • Perceived hedonic and utilitarian values are critical for increasing to buy NEVs. • Value perception and intention to support the government are found to influence the consumer's NEV purchase decision. [ABSTRACT FROM AUTHOR]