Analysis of Consumer Behavior Based on the Theory of Planned Behavior for Exchanging Gasoline Vehicles for New Energy Vehicles

Abstract

This study focuses on the key behavioral motivations of consumers exchanging traditional gasoline vehicles for new energy vehicles to cope with greenhouse gas emission challenges in the transportation sector and promote green economic development. Based on the frame of the theory of planned behavior, this study has made a deep discussion on the influence mechanism of consumer exchange intention through three core variables, including attitude, subjective norm and perceived behavior control. It uses the questionnaire method to collect 212 valid samples. Statistical Package for the Social Sciences method is used to carry out reliability and validity tests, correlation analysis and linear regression analysis. The results show that perceived behavior control has the most significant positive impact (B=0.468,p<0.001) on the behavior intention of exchanging new energy vehicles of consumers. Although attitude and subjective norm originally have a significant positive impact on the intention of exchange, they are significantly weakened after the introduction of perceived behavior control. This study reveals that enterprises and policymakers should prefer to promote perceived behavior control feelings of consumers and emphasizes the significance of solving actual non-subjective obstacles to stimulate consumers' exchange behavior rather than single environmental protection attitude promotion.