The relationship between symbolic meanings and adoption intention of electric vehicles in China: The moderating effects of consumer self-identity and face consciousness

The global warming problem caused by carbon emissions from transportation has caused widespread concern, and the choice of private vehicle type directly affects the carbon emissions of individuals’ travel. Therefore, replacing internal combustion vehicles with battery electric vehicles turns out to be an important measure to solve traffic-related pollution. Battery electric vehicles are high-intervention environmentally friendly products. In addition to considering their functional benefits, consumers will also value the symbolic meaning of electric vehicles, which could be an effective expression of their identities. This study explored the factors of the electric vehicle adoption intention from the perspective of the symbolic meaning, and explored the boundary conditions of symbolic meaning’s effects on adoption intention from the perspective of consumer self-identity and traditional cultural value (face consciousness). The conclusions of this paper are as follows: (1) The status symbol, environmentalism symbol, and innovation symbol of electric vehicles have significant positive impacts on the adoption intention of consumers. Compared to status symbol, environmentalism symbol and innovation symbol have stronger influences; (2) The influence of the environmentalism symbol on adoption intention is positively moderated by environmentalist self-identity; (3) The influence of the innovation symbol on adoption intention is positively moderated by innovator self-identity; (4) The influence of the innovation symbol on the adoption intention is positively moderated by face consciousness. This research provides a theoretical support for electric vehicle companies to develop promotion strategies and target customers, and can effectively promote the popularity of electric vehicles.