Driving further growth of the electric vehicle market in China: Insights from multi-theoretical integration models

To promote sustainable urban development, the Chinese government is actively encouraging the transition to electric vehicles (EVs). While some progress has been made, the overall adoption rate remains relatively low. To further drive the EV market, this study integrates the Theory of Planned Behavior (TPB), Theory of Consumption Value (TCV), and Normative Activation Model (NAM) into an comprehensive framework to explore the determinants that influence EV purchase intentions at this stage. The model considers both self-interest and altruistic factors, as well as external situational factors. Empirical testing was conducted using data from 428 valid responses collected in Shanghai and Jilin, China. The results reveal that perceived behavioral control, subjective norms, attitudes, personal norms, monetary value, performance value, and conditional value all have significant positive effects on consumers’ willingness to purchase EVs, with personal norms being the most influential factor. Additionally, the study examines the mediating role of attitude and discusses variations in the intention to purchase EVs among different demographic groups through multi-group structural equation models. These findings provide a deeper understanding of the key factors affecting EV purchase intentions at this stage and offer insights for developing more targeted policies.