1. Bin-Bin Penga, Jin-Hua Xua, Ying Fanb
The effect of psychological and policy factors on consumer purchase intention for electric vehicles: an empirical study in Beijing
Bin-Bin Penga, Jin-Hua Xua, Ying Fanb
a Center for Energy and Environmental Policy Research, Institute of Policy and Management, Chinese Academy of Sciences
b School of Economics & Management, Beihang University

2. Background
Road vehicles constitute a major source of energy consumption and GHG emissions in China.
As an end-use zero-emission device, an electric vehicle (EV) is widely considered an effective solution to climate change, energy security, and local air pollution issues.
However, the new-energy vehicle industry in China has faced numerous challenges since 2016.
June 19, 2017
40th IAEE, Singapore

3. Background
There is great uncertainty in how to achieve the sales target of 5 million in China.
The growth rate of EVs began to slow down in 2016.
The private market for EVs has a sub-healthy status.
The new policy further slashed the subsidy for EVs and tightened the market access of automakers.
June 19, 2017
40th IAEE, Singapore

4. Question
This study aims to investigate the psychological and policy factors that affecting the purchase intention for EVs.
Research questions:
The suitable model
The current level of purchase intention in Beijing
Key determinants
The influence pathway
The role of government policy
June 19, 2017
40th IAEE, Singapore

5. This work
This study proposes an extended theory of planned behavior (ETPB) by introducing personal norm, habit, familiarity, environmental concern, and perceived external policy into the theory of planned behavior (TPB).
The ETPB model is evaluated using questionnaire data.
Relative influences of different factors on purchase intention are compared.
Policy recommendations for the promotion of EVs are derived.
June 19, 2017
40th IAEE, Singapore

6. Previous studies ——factors influencing pro-environmental behaviors
Steg and Vlek (2009) classified influencing factors of environmental-related behaviors into three types.
Motivational factor
Contextual factor
Habitual factor
Huijts et al. (2012) summarized three main types of motivations that influence pro-environmental behaviors.
Gain: TRA (Fishbein and Ajzen, 1977 ), TPB (Ajzen, 1991)
Normative: NAM (Schwartz, 1977, 1981), VBN (Stern et al., 1999)
Hedonic: AIM (Forgas, 1995)
June 19, 2017
40th IAEE, Singapore

7. Previous studies——Theory of planned behavior
The TPB model has better explanatory power in the case of high behavioral costs or strong behavioral constraints compared with the VBN theory (Steg and Vlek, 2009).
June 19, 2017
40th IAEE, Singapore

8. Evidence from our survey

9. Previous studies——Model extension
The TPB model has been extended in numerous studies by adding constructs or adjusting the relationships (Yadav and Pathak, 2016).
localization
improve the explanatory power
deepen the TPB framework
June 19, 2017
40th IAEE, Singapore

10. Methodology——The proposed ETPB model

11. Methodology——Survey and data
Questionnaire: 1) demographic variables; 2) observed variables.
Survey time and sites: 2016/4~2016/6, residential communities in Beijing’s 16 districts.
Response: 366 / 569, valid response rate %.
Data analysis: covariance-based structure equation model.

12. Results——Measurement model
The measurement model has adequate fit index (RMSEA=0.055), reliability and validity.
reliability of the individual items
reliability in internal consistency
composite reliability
convergent validity
discriminate validity

13. Results——Structural model
Note: RMSEA=Root Mean Square Error of Approximation; NFI=Normed Fit Index; NNFI =Non-Normed Fit Index; CFI=Comparative Fit Index; IFI=Incremental Fit Index; GFI=Goodness of Fit Index. PI: Purchase Intention. The explanatory power is measured by the squared multiple correlations which is similar to R2 adjusted.
June 19, 2017
40th IAEE, Singapore

14. Results——Influence of different factors
Note: * p<.1 (t>1.652), ** p<.05 (t>1.971), *** p<.01 (t>2.599), df=210.

15. Results——Direct and indirect influence
Note: * p<.1 (t>1.652), ** p<.05 (t>1.971), *** p<.01 (t>2.599), df=210.
June 19, 2017
40th IAEE, Singapore

16. Results——Role of government policies (integrated)
Note: * p<.1, ** p<.05, *** p<.01.

17. Results——Role of government policies (mandatory)
Note: * p<.1, ** p<.05, *** p<.01.

18. Results——Role of government policies (market-based)
Note: * p<.1, ** p<.05, *** p<.01.

19. Results——Moderation effect of demographic factors
The moderation effects of the three demographic variables on those relationships are insignificant.
June 19, 2017
40th IAEE, Singapore

20. Discussion Newly-added factors: Familiarity and Habit.
Traditional TPB factors: Subjective norm; newly-added factors: Personal norm and Environmental concern.
Perceived external policy: Mandatory versus Market-based.
Demographic factors.
June 19, 2017
40th IAEE, Singapore

21. Conclusion
Research questions:
The suitable model
The current level of PI in Beijing
Key determinants
Influence pathway
Policy’s impact
The ETPB model has a better explanatory power for purchase intention compared with the TPB model.
The residents sample demonstrates a positive purchase intention towards electric vehicles.
Key determinants include Perceived external policy, Habit, Perceived behavioral control, Familiarity, and Attitude.
Perceived external policy and Familiarity directly affects purchase intention, while Habit mainly influences PI indirectly via attitude and perceived behavioral control.
Mandatory policies have a greater impact on purchase intention mainly through a direct way, while Market-based policies have a more significant indirect effect.
June 19, 2017
40th IAEE, Singapore

22. Policy recommendations
Opportunities to experience purchasing and driving electric vehicles should be increased for consumers via government policies and business strategies, which could help them form positive habits.
Social orientation, value construction, and pro- environmental propaganda should be promoted to increase consumers’ purchase intention from an intrinsic perspective.
The government should focus on market-based policies to develop consumers’ positive motivations toward electric vehicles, as well as reduce policy dependence and the cost of policy implementation.
June 19, 2017
40th IAEE, Singapore

23. Thank you for your attention.
Q&A
Thank you for your attention.
Bin-bin Peng
PhD candidate
Center for Energy and Environmental Policy Research,
Institute of Policy and Management,
Chinese Academy of Sciences