Consumers’ intention to purchase electric vehicles: the moderating role of environmental awareness

Electric vehicles (EVs), having the ability to reduce CO2 emissions, are considered a strategy to mitigate global warming, and thus, the widespread diffusion of EVs attracts much attention. In this study, we investigate the formation of consumers’ EV purchase decisions with a developed theoretical framework that incorporates environmental awareness into the model of goal-directed behavior (MGB). We test the model using structural equation modeling with data collected from 423 participants in China. Results indicate that attitude, subjective norm, positive and anticipated emotions, and frequency of past behavior (FPB) positively influence consumers’ desire to purchase an EV, which in turn influences their purchase intentions. The effect of negative anticipated emotion and perceived behavioral control on desire is not significant. Interestingly, environmental awareness does not significantly influence consumers’ intention to purchase EVs, but it positively moderates the impact of desire on behavioral intention. This study provides important theoretical and managerial implications for the promotion of EVs in China. Limitations and future research opportunities are discussed.