Switching behavior in the adoption of electric vehicle in China: Perspective of push–pull-mooring framework

Abstract

As environmental issues caused by the transportation sector become increasingly severe, incentivizing consumers to shift to electric vehicles (EVs) has become ever more significant. This research examines how environmental concern and moral obligation (push factors), perceived operating costs and environmental threats (pull factors), and perceived risk (mooring factors) within the push–pull-mooring paradigm influence customers’ willingness to switch to EVs. The results show that environmental concern and moral obligation draw consumers to EVs, while perceived operating costs and environmental threats discourage consumers from choosing internal combustion engine vehicles (ICEVs). Perceived risk negatively affects consumers’ willingness to switch to EVs, diminishing the impact of both push and pull factors. These findings are critical for China in achieving its “dual carbon” goals. We propose policy recommendations and suggestions to further promote EV adoption in light of the research conclusions.