Electric Vehicles Purchase Intention Among Young Consumers In Vietnam

Abstract

Electric vehicles (EVs) are one of the crucial factors that can contribute to reducing emissions, air pollution, and fuel depletion. To analyze that behavior, the theory of planned behavior (TPB) is often used. However, normative factors are often thought to have a weak or no effect compared to other factors in TPB. Therefore, this article incorporates a norm-activation model (NAM) to analyze whether personal norms have a significant impact on consumers compared to social norms. The model overview will be a combination of perceived value and perceived behavioral control from the TPB model, and the social norms of TPB will be replaced by the personal norms of NAM. Also, since no studies have applied NAM as a moderator in the EV field, this paper has been applied. The proposed model was tested with 294 valid respondents in Vietnam. The results showed that perceived behavioral control, personal norms, and perceived value all had a positive impact on EV purchase intentions. Awareness of consequences and ascription of responsibility are both used as moderator variables. While the former has positive moderating effects on personal norms and purchase intention, the latter shows no effect. The findings helped find out which factors have the most impact on EV purchases and contributed to the growth in the EV sector.