|Table of Contents|

Purchase intention of new energy vehicles in rural China based on nudge theory(PDF)

长安大学学报（自然科学版）[ISSN:1006-6977/CN:61-1281/TN]

Issue:
2025年4期
Page:
166-176
Research Field:
交通工程
Publishing date:

Info

Title:
Purchase intention of new energy vehicles in rural China based on nudge theory
Author(s):
JIA Wen-jian1; 2;  ZHANG Wen-lan1;  MA Zhuang-lin1; 2;  ZHANG Ri-liang3;  BI Yu-ming4
(1. School of Transportation Engineering, Chang'an University, Xi'an 710064, Shaanxi, China; 2. Key Laboratory of Transport Industry of Comprehensive Transportation Theory, Chang'an University,Xi'an 710064, Shaanxi, China; 3. School of Traffic and Transportation, Beijing Jiaotong University,Beijing 100044, China; 4. BYD Automotive Industry Co., Ltd., Shenzhen 518118, Guangdong, China)
Keywords:
traffic engineering;  new energy vehicles;  integrated choice and latent variable model;  rural area;  purchase intention;  nudge strategies
PACS:
U491
DOI:
10.19721/j.cnki.1671-8879.2025.04.014
Abstract:
To investigate the driving factors influencing rural consumers' intention to purchase new energy vehicles(NEVs), improve the penetration rate of NEVs in rural China, and provide policy support for the “NEV to the countryside” campaigns, revealed preference and stated preference questionnaires were designed based on the nudge theory, and an integrated choice and latent variable model was developed to analyze the influence mechanisms of nudge strategies, psychological latent variables, and individual socio-economic characteristics on rural consumers' NEV purchase intention. It is shown that providing information on the cost savings of NEVs or the national NEV development plan targets significantly increase rural consumers' NEV purchase intention. However, providing information on carbon emission reduction of NEVs is found to have no significant effect. The new technology sensitivity and NEV awareness are found to be positively related to purchase intention, while the impact of environmental consciousness is not significant. The perception of travel cost is found to indirectly affect rural consumers' NEV purchase intention through moderating the effects of nudge strategies. Socio-economic characteristics are confirmed to have no direct effect on NEV purchase intention, but can be mediated through psychological latent variables. Higher level of NEV awareness and new technology sensitivity are exhibited by male consumers. Middle-aged consumers [30, 50)years old are found to have a higher level of environmental consciousness and travel cost perception. Rural consumers with higher educational attainment(college degree or above)present higher level of NEV awareness, environmental consciousness, and new technology sensitivity, and rural consumers with high-income(annual household income over 60 000 yuan)show a higher perception of travel cost. Given the full phase-out of NEV purchase subsidy, it is necessary to leverage the role of information-providing nudge strategies, while also paying attention to the heterogeneous rural consumer segments and formulating targeted nudge strategies to improve the penetration rate of NEVs in rural China. 6 tabs, 2 figs, 48 refs.

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Last Update: 2025-07-25