sustainability

Article
Identifying Intention-Based Factors Influencing Consumers’
Willingness to Pay for Electric Vehicles: A Sustainable
Consumption Paradigm
ShiYong Zheng 1,2,3 , Hua Liu 1 , Weili Guan 2, *, Yuping Yang 1 , JiaYing Li 1 , Shah Fahad 3 and Biqing Li 1

1 School of Business, Guilin University of Electronic Technology, Guilin 541004, China

2 College of Digital Economics, Nanning University, Nanning 530021, China
3 School of Management, Hainan University, Haikou 570208, China
* Correspondence: wlguan@126.com

Abstract: In an effort to reduce environmental pollution and energy consumption, the Chinese
government strongly promotes the usage of electric vehicles. However, studies focusing on assessing
consumers’ willingness to pay (WTP) for electric vehicles (EVs) are limited in the country. This
research aims to address this research gap by examining influencing factors of consumers’ WTP for
EVs in the Chinese perspective. Combined with the existing consumers’ intention factors, the current
study further contributed by augmenting the theoretical framework of the Theory of Planned Behavior
by including three new dimensions (performance expectancy, information loaded, and perceived risk)
to comprehensively analyze the willingness of Chinese consumers. Analysis is performed on survey
data from 498 consumers using EVs in Beijing, China. To evaluate formulated hypotheses, structural
equation modeling approach is employed. Empirical findings reveal that environmental knowledge
and performance expectancy positively and significantly influence behavioral intention. In contrast,
Citation: Zheng, S.; Liu, H.; Guan, overloaded information has a negative impact on behavioral intention. Moreover, subjective norms
W.; Yang, Y.; Li, J.; Fahad, S.; Li, B. are significantly and positively related to behavioral intention. The research outcomes further disclose
Identifying Intention-Based Factors that perceived risk is positively and significantly related to behavioral intention. Finally, behavioral
Influencing Consumers’ Willingness intention has a significant and positive association with WTP for EVs. The study contributes to
to Pay for Electric Vehicles: A the literature on sustainable consumption behavior and provides academics and practitioners with
Sustainable Consumption Paradigm. essential future directions.
Sustainability 2022, 14, 16831.
https://doi.org/10.3390/ Keywords: environmental knowledge; sustainable consumption; performance expectancy; information
su142416831
overloaded; behavioral intention; willingness to pay for electric vehicles
Academic Editor: Jiageng Ruan

Received: 14 October 2022

Accepted: 28 November 2022
1. Introduction
Published: 15 December 2022
Reducing carbon emissions, driven by climate change mitigation motives, continues
Publisher’s Note: MDPI stays neutral
to be a prime environmental challenge faced by global economies [1–3]. In order to achieve
with regard to jurisdictional claims in
the United Nations (UN) Sustainable Development Goals, transportation decarbonization
published maps and institutional affil-
is a critical aspect, and electric mobility plays a critical role in this area [4]. The electric
iations.
vehicle industry (EV) has grown rapidly in the past decade due to government policies
and technological advances [5,6]. During the past four years, selling electric vehicles has
increased by an average of 60% each year [7]. Approximately 90% of global EV sales
Copyright: © 2022 by the authors.
take place in China, Europe, and the United States. Globally, there are over 8 million
Licensee MDPI, Basel, Switzerland. electric vehicles, including both passenger cars and medium/heavy trucks, over half of
This article is an open access article which are in China [8]. In 2019, EV sales in the global market slowed down, particularly
distributed under the terms and during the second half of the year, due to the contraction of the car market and reductions
conditions of the Creative Commons in EV subsidies across the major markets [9]. The percentage of EVs in the global car
Attribution (CC BY) license (https:// market is relatively small (2.6%), making it difficult to achieve mobility electrification in
creativecommons.org/licenses/by/ the near future. There was an increase of 256.56 million tons in China’s gasoline and diesel
4.0/). consumption between 2012 and 2020 [10].

Sustainability 2022, 14, 16831. https://doi.org/10.3390/su142416831 https://www.mdpi.com/journal/sustainability

Sustainability 2022, 14, 16831 2 of 15

The higher expense of EVs, the lesser availability of charging infrastructure, and the
extended charging time prevent consumers from purchasing electric vehicles [11]. The
Chinese government has introduced several fiscal and non-fiscal policies to facilitate the
acceptance of EVs. There are several forms of fiscal policy in place, including rebates
on purchases, tax exemptions for purchases, infrastructure construction subsidies, and
subsidies for electricity prices. There are primarily non-financial policies, such as free public
charging at public charging stations and exemptions from road tolls [12]. It is important
to note that EVs are sold poorly in the private sector, where the Chinese government is
more interested in seeing EVs become a great success. The consumer’s preference for EVs
is the most critical factor in the private sector [13]. Due to this, it is essential to conduct a
comprehensive study of the key factors affecting consumers’ adoption of electric vehicles.
Several studies have investigated consumers’ perceptions of environmentally friendly
products [14]; however, very limited studies specifically focused on green vehicles, and
most were contradictory. Despite having higher levels of ENK, consumers in emerging
countries generally show a relatively low level of environmental awareness, which suggests
further research is needed in this area. According to Said et al., participants are aware
of a few local environmental concerns, but do not understand how to do sustainable
consumption practices [15]. This study aims to fill the knowledge gap regarding emerging
countries’ consumers’ BIs toward green vehicles. It is expected that the demand for green
vehicles will increase, and very little is known about consumers’ attitudes towards green
vehicles, especially young consumers. When developing marketing strategies for green
vehicles, it is essential to take into account consumers’ attitudes, beliefs, and behaviors,
as well as their WTP premium for these products. This study explores ENK, performance
expectations, IO, SN, and PR in relation to BIs and WTP for electric vehicles.
The present research makes three main contributions. Firstly, in contrast to earlier
research, this study addresses a gap in the literature by examining all the elements that may
influence BI of electric vehicles in China. According to best of authors’ knowledge, this is the
earliest study to determine the importance of BI and WTP for electric vehicles in the Chinese
context. Due to recent economic growth and population growth, the country is facing
severe energy-related challenges, necessitating comprehensive research on how electric
vehicles can be adopted. Secondly, the Theory of Planned Behavior (TPB) is expanded by
incorporating three unique dimensions (performance expectancy, information loaded, and
perceived risk) that may influence consumers’ BIs and WTP for EVs. Finally, the current
study extends the research results in a manner distinct from earlier studies. For example,
ENK proved to be a critical dimension in the adoption of electric vehicles. In the same
vein, beliefs about the benefits of electric vehicles remain a crucial component of TPB’s
theoretical framework.
As for the remaining part of the study, it can be summarized as follows: Firstly, the
literature regarding the theoretical foundation and hypotheses formulation is reviewed.
Secondly, data collection procedures and a sampling structure are explained to determine
the methodology for investigating the research questions. Thirdly, we deliberate the results
of the empirical analysis. In conclusion, the paper outlines the research limitations, future
opportunities for practitioners, and possible policy implications.

2. Literature Review and Hypotheses Development

2.1. Perceived Environmental Knowledge and Behavioral Intentions
In terms of perceived ENK, it is an individual’s knowledge about an ecological system,
nature, and the effects of people’s actions on the ecosystem [16]. A consumer who holds
the concept of ENK is someone who has knowledge of issues related to the environment
and knows how to deal with them [17]. Nowadays, information and knowledge play
an incredibly crucial role in consumers’ decision-making process [18]. The perception of
ENK significantly increases customer enthusiasm for buying eco-friendly products. This
results in improved consumer behavior as well [19]. It is critical that governing bodies
Sustainability 2022, 14, 16831 3 of 15

and companies facilitate consumer acceptance of eco-friendly products through green

marketing [20].
In order to improve consumer awareness and knowledge of environmental issues,
effective marketing strategies can encourage them to change their lifestyle in favor of
products that are environmentally friendly. When consumers receive information and
knowledge about a particular product, they are able to determine how they will perceive
this product’s uniqueness as well as what evidence is used to support their purchase
decisions [16,21–23]. As a result, ENK can play a significant role in driving consumer
BI [24,25]. A study by [24] examined the influence of perceived ENK, consciousness, and
interest on consumer behavior. As a result, we propose the following hypotheses based on
the above discussion.

Hypothesis (H1): Perceived ENK will have a positive impact on BI.

2.2. Performance Expectancy and Behavioral Intentions

Literature [24] argue that individuals’ expectations, defined as “the likelihood of the
outcomes of performing a behavior,” may lead to specific behaviors as a result of their BI.
The PE of technological systems relates directly to the expectation that the technology will
assist the user in performing a routine task, and the perception of usability is influenced by
existing constructs [26]. A performance category could include energy savings, cost-savings,
reliability, visibility, design, and acceleration in the case of electric vehicles [27,28]). In
regard to the use of electric vehicles, performance expectations would cover the expectations
of users because of its propensity to provide electricity backup [29]. According to some
studies, the reduction in maintenance costs was often a greater motivator for purchasers
than the reduction in energy costs. Analyzing a vehicle’s BI is necessary for the new
technology, including whether the EV’s performance will be improved compared with
conventional vehicles [29]. Moreover, a significant influence of performance expectations
on innovative technology purchases has been found in the literature [30–32]. There was also
a significant impact of performance expectations on consumer intentions to adopt cloud
technology in Pakistan [33]. In China, [34] found that PE positively impacted consumers’
intentions to share electric vehicles. In light of the argument mentioned above, we propose
the subsequent hypothesis.

Hypothesis (H2): PE will have a positive impact on BI.

2.3. Information Overloaded and Behavioral Intentions

A variety of disciplines have studied the effects of IO for many years. There is a
very straightforward mechanism at work in this construct: as IO overwhelms decision-
makers, the amount of information they can process exceeds their capacity, resulting in
unsatisfactory decisions. Researchers in traditional retail settings [35,36] have confirmed
that the amount of information consumers receive determines their buying behavior.
According to the original TPB, BI is used to predict actual behavior. It has been shown
in previous research [37,38] that as the amount of information increases and reaches a
maximum, the accuracy and integrity of an intention decrease. It is more important for
consumers to have adequate information available to assist them in making decisions
instead of having excessive alternative information [29]. When a certain amount of infor-
mation is processed, IO problems will appear and become more severe [39]. The subjective
status of consumers, such as confidence and happiness, reduces the burden of excessive
information [40,41]. Muller (1984) found that IO does not systematically affect consumer
purchase behavior [29]. It was found by [42] that increases in information quantity are
negatively associated with decision accuracy if the quality of the information does not
change [29]. Therefore, we suggest the following hypothesis based on the above argument.
Sustainability 2022, 14, 16831 4 of 15

Hypothesis (H3): IO will have a negative impact on BI.

2.4. Subjective Norms and Behavioral Intentions

In a nutshell, the SN refers to how consumers interpret their behavior toward the
purchase of electric vehicles from their most influential people’s perspective [43]. It is
a measure of how strongly normative beliefs are held and how motivated people are
to adhere to them [44]. The SN refers to an individual’s perception that the bulk of his
friends and family view his behavior in a particular way [45]. It can also be defined as the
psychological pressure to participate in a particular behavior [46]. Previous studies have
shown that the more pressure an individual receives from significant individuals, the more
likely they are to perform a behavior [47]. According to [48,49], SN is found to positively
influence BI. In spite of this, the authors explain that people who perceive a requirement
for achieving a particular behavior are more likely to perform that behavior due to greater
social pressure [50,51]. According to the Theory of Planned Behavior (TPB), SN positively
influences one’s intentions to behave in a particular way. The same assertion has been
supported by many studies [52,53]. Thus, we suggest the following hypothesis.

Hypothesis (H4): SN will have a positive impact on BI.

2.5. Perceived Risk and Behavioral Intentions

In social psychology research, PR has received much consideration and has been
described in a variety of ways. Ref. [54] provide a well-accepted definition of PR as the
consumer’s expectation of negative utility when purchasing a particular product. It is
important to note that PR is a multidimensional variable that includes economic, functional,
interpersonal, emotional, behavioral, opportunism, and temporal factors [29].
It is possible that PR influences consumers’ purchasing decisions [55]. The results of
previous research suggest that consumers’ attitudes and intentions to adopt innovative
products and services are negatively affected by PR [56–58]. The PR of adopting innovative
technology is widely believed to be consumers’ most significant obstacle to adoption [59].
These perspectives are also applicable to EVs, since they have been viewed as innovative
and revolutionary technologies [60]. According to [61], consumers hesitate to purchase
electric vehicles because of safety concerns. An essential factor that may discourage EV
acceptance is PR. In light of this, consumers who perceive EV adoption and use risks
are more likely to have negative attitudes about these vehicles and reduce their adoption
intentions. The risk perception of EVs will cause consumers to doubt whether they are able
to improve their travel efficiency, reduce their transportation costs, or provide them with
any benefits. Thus, we suggest the following hypothesis.

Hypothesis (H5): PR will have a negative impact on BI.

2.6. Behavioral Intentions and Willingness to Pay for EVs

It has been shown in prior research that consumers are willing to pay more for products
that are considered safer or of higher quality [16]. This study conceptualizes WTP more
as two independent constructs, despite some research that includes WTP more as part of
BI. Firstly, there is no conceptual interchangeability between these two constructs [29]. A
buyer’s purchase intentions measure their willingness to buy a particular product or service.
However, it should be noted that an individual’s intention to purchase a product may not
necessarily be accompanied by an intention to pay a premium price over alternatives [62].
A consumer’s WTP premium price is viewed as a strong indication of loyalty, which is
inversely proportional to the magnitude of the premium premium [29]. As the premium
gets larger, consumers are less willing to pay it [63]. Therefore, consumer buying intentions
may be reduced when the price premium is sufficiently high [64]. Despite their intention to
buy, some consumers may not be willing to pay a premium price due to the premium-price
 or service. However, it should be noted that an individual’s intention to purchase a prod-
uct may not necessarily be accompanied by an intention to pay a premium price over
alternatives [62]. A consumer’s WTP premium price is viewed as a strong indication of
loyalty, which is inversely proportional to the magnitude of the premium premium [29].
Sustainability 2022, 14, 16831 As the premium gets larger, consumers are less willing to pay it [63]. Therefore, consumer
5 of 15
buying intentions may be reduced when the price premium is sufficiently high [64]. De-
spite their intention to buy, some consumers may not be willing to pay a premium price
due to the premium-price effect. In light of this, this study treats WTP as a premium in-
effect. In light of this, this study treats WTP as a premium independently of BI and suggests
dependently
the following of BI and suggests
hypothesis the following
(See Figure 1). hypothesis (See Figure 1).

Hypothesis (H6):
Hypothesis BI will
(H6): BI will have
have aa positive
positive impact
impact on
on WTP
WTP for
for EVs.
EVs.

Figure 1. Conceptual Framework.

Figure
3. Method1. Conceptual Framework.
3.1. Sample and Data Collection
3. Method
In this study, the study’s focus was on consumers’ BI towards electric vehicles in
3.1. Sample and Data Collection
Beijing, China. The survey area was primarily Beijing because this city was the first to
In this
introduce study,vehicles
electric the study’s focus
in China, andwasits on consumers’
sales have always BI been
towards
in theelectric
leading vehicles in
position.
Beijing, China. The survey area was primarily Beijing because
We conducted the survey between July and August 2022 and distributed questionnaires this city was the first to
introduce
both onlineelectric vehicles
and offline. In in China,
order and its sales
to conduct have always
the survey, been in thethe
“Wenjuanxing,” leading
mostposition.
popular
We conducted the survey between July and August 2022 and
online survey site in China, was employed. As the study primarily aimed to identifydistributed questionnaires
both online
potential and offline.
electric vehicleIn orderin
buyers toBeijing,
conductwe theemployed
survey, “Wenjuanxing,”
convenience samplingthe most popular
technique
online
to selectsurvey site in China,
the respondents andwassentemployed. As the study
the questionnaires primarily aimed
to professors, fellow to identifyand
students, po-
tential electric
friends who work vehicle buyers
there. in Beijing, we
An invitation wasemployed
sent to 350convenience
individuals, sampling
and 264technique
responded to
select the
online, respondents
resulting and sent
in a response ratethe questionnaires
of 75.4%. to professors,
We eventually obtainedfellow
210 validstudents, and
responses
friends
after who work52there.
eliminating An invitation
questionnaires withwas sentanswers
similar to 350 individuals, and for
or logic errors, 264aresponded
valid rate
online,
of 79.5%. resulting in a response rate of 75.4%. We eventually obtained 210 valid responses
afterDuring
eliminating 52 questionnaires
the offline with similar
survey setting, answers or
the Wudaokou logic errors,
commercial for a valid
district rate of
in Haidian
79.5%. and the Spring Huimin Auto Show in Beijing were explored, along with the 5th
District
During
Beijing the offline
International survey
Auto setting,
Show. It isthe Wudaokou
important commercial
to note that thedistrict
two auto in Haidian Dis-
exhibitions
trict and the Spring Huimin Auto Show in Beijing were explored, along with the 5th Bei-
chosen in this study are massive exhibitions of automobiles in Beijing. The two auto shows
jing International
attract a large number AutoofShow. It isauto
potential important
buyers.toThenote that the twowas
questionnaire autodistributed
exhibitionsby chosen
three
university students at the above three locations using a convenience sampling method. In
conclusion, 350 survey forms were distributed and gathered in the above three locations.
As a result, 288 valid responses were obtained after removing 62 questions with the same
answers to most items or with logical errors, resulting in a valid rate of 82.2%. After
completing the survey, 498 valid responses were collected. Table 1 provides descriptive
statistics for the demographic variables.
Sustainability 2022, 14, 16831 6 of 15

Table 1. Sample properties.

Participants’ Characteristics Frequency Percentage

Gender
Male 318 63.9
Female 180 36.1
Age
18–22 98 19.7
23–27 150 30.1
28–30 250 50.2
Education
Higher School or below 10 2.0
Intermediate 52 10.4
Bachelors 240 48.2
Masters 152 30.5
PhD or above 44 8.8
No of cars owned by the household
0 40 8.0
1 261 52.4
>2 197 39.6
Household monthly income (CNY)
<50,000 17 3.4
50,001–100,000 234 47.0
100,001–150,000 149 29.9
150,001> 98 19.7

3.2. Measures
We developed a survey questionnaire based on previous studies and customized
it to fit the context as shown in Appendix A. A 5-point Likert scale was used to assess
questionnaire items adapted from previous literature, (1 = strongly disagree; 5 = strongly
agree). A study by [65] provided the basis for evaluating perceived ENK, which was based
on five items. A sample item is, “I am very knowledgeable about environmental issues”.
The six items of PE have been taken from [66] study. A sample item is, “I can learn the EVs
usage as a new technology more efficiently.” According to [39], we assessed IO by utilizing
four items. The following is an example, “There was too much information about EV so I
was burdened in handling it”. In the [10] study, three items were introduced to measure
SN. The following are some examples, “If people around me use electric vehicles, this will
prompt me to buy”. In [67], four items constitute the PR. Examples of such items include “I
worry about whether EVs will really perform as well as traditional gasoline vehicles”. We
assessed BI using four items from the study of [68]. The following are some examples, “I
will try to use the fully automated vehicle if necessary, in life or in work”. To evaluate WTP
for EVs, we used four items scale from the study of [69]. A sample item is, “I am willing to
buy an electric vehicle as I can afford it”.

4. Results
4.1. Measurement Model Validation
Structural equation modeling approach is used to evaluate formulated hypotheses,
while SPSS (V 26) and SmartPLS software are used for data analysis purposes. We used
correlation analysis to check the interrelationship between variables. After analyzing
the test, the results showed a significant correlation between variables (see Table 2). We
investigated discriminant validity using the square root of average variance extracted
(AVE). The results generated reveal support for discriminant validity because AVE has a
higher square root value than its correlation with other constructs [70]. An alternate method
to discover discriminant validity is by comparing AVE by MSV value with all variables.
If AVE is greater than MSV, discriminant validity is achieved [71]. The square root of
the average variance extracted (AVE) is higher than its correlation with other constructs
according to discriminant validity estimators [71]. In addition, Table 3 also indicates that all
Sustainability 2022, 14, 16831 7 of 15

constructs’ composite reliability (CR) is above 0.70, lying between 0.850 to 0.912 [72]. After
that, we conducted a convergent validity analysis using AVE and item loadings to check
the potential association between these items [73]. Results confirm that the AVE values
for every variable are more significant than 0.5, which clears that these variables hit the
benchmark and have 50% more variance.

Table 2. Discriminant validity.

Constructs 1 2 3 4 5 6 7
1. Behavioral Intention 0.846
2. Information Overloaded 0.719 0.779
3. Perceived Environmental Knowledge 0.831 0.737 0.821
4. Perceived Risk 0.728 0.578 0.657 0.879
5. Performance Expectancy 0.726 0.767 0.793 0.623 0.802
6. Social Norms 0.711 0.713 0.677 0.693 0.664 0.841
7. Willingness to Pay 0.652 0.662 0.732 0.696 0.727 0.628 0.766
√
The bold values are the AVE.

Table 3. Loading and VIF of the indicators.

Constructs Items Loadings VIF α CR AVE

Perceived Environmental Knowledge 0.879 0.912 0.675
PEK1 0.813 2.097
PEK2 0.859 2.626
PEK3 0.860 2.578
PEK4 0.797 1.896
PEK5 0.774 1.869
Performance Expectancy 0.889 0.915 0.643
PE1 0.753 1.773
PE2 0.825 2.442
PE3 0.845 2.117
PE4 0.776 2.236
PE5 0.789 2.071
PE6 0.820 2.321
Information Overloaded 0.784 0.860 0.606
IO1 0.775 1.809
IO2 0.794 1.923
IO3 0.789 1.842
IO4 0.756 1.615
Subjective Norms 0.793 0.878 0.707
SN1 0.883 2.319
SN2 0.832 2.056
SN3 0.805 1.406
Perceived Risk 0.853 0.911 0.773
PR1 0.895 2.344
PR2 0.844 1.804
PR3 0.898 2.458
Behavioral Intentions 0.867 0.910 0.716
BI1 0.910 2.454
BI2 0.798 1.671
BI3 0.812 1.959
BI4 0.862 2.643
Willingness to Pay 0.768 0.850 0.587
WTP1 0.825 1.568
WTP2 0.711 1.345
WTP3 0.773 1.506
WTP4 0.751 1.602
Sustainability 2022, 14, 16831 8 of 15

4.2. Reliability Analysis

We used the Cronbach-alpha approach to analyze the reliability of all constructs. The
results reveal that the Cronbach value for all constructs exceeded the threshold value of 0.70,
as recommended by [74], validating the reliability of the data. To examine the coherence of
all variables’ items, a CR estimation was performed. As a result of the study, it has been
determined that the CR values exceed the cutoff value of 0.70 [75]. The results are compiled
in Table 3.

4.3. Multicollinearity
A regression test is executed to check the multicollinearity issues to find Tolerance
and Variance inflation factor (VIF) values. The VIF value should be between 0 and 3 [76].
According to the results (See Table 3), this model does not have any multicollinearity issues
because the values of VIF and Tolerance are within the suggested range of each variable
and are in line [77].

4.4. The Predictive Power of the Model (Q2 )

The Stone and Geisser test on SmartPLS were used to assess the predictive utility of
our structural model. The predictive power of a conceptual model is determined by its Q2
value being greater than zero (>0) for a given conceptual model [78]. Therefore, all of the
path model’s dependent variables have a Q2 greater than zero, proving that the path model
is valid (see Table 4).

Table 4. Blindfolding statistics for the general model.

Construct SSO SSE Q2 (=1-SSE/SSO)

Behavioral Intention 800 635.121 0.206
Information Overloaded 800 689.25 0.138
Perceived Environmental Knowledge 800 611.58 0.235
Perceived Risk 1000 947.225 0.052
Performance Expectancy 800 694.772 0.132
Subjective Norms 1000 850.359 0.150
Willingness to Pay 1000 648.514 0.189

4.5. Structural Model and Hypothesis Outcomes

In addition to testing our hypothesis links with each other and the presented model,
we also tested the reliability and validity of our reliable measures. The Value of R2 was
found to be 0.766, affirming a meaningful explanation as it achieved the recommended
value of 0.35 [79]. Additionally, the covariance-based regression analysis and the SEM
algorithm were utilized to test the model relationship. It is clear from the results that
the linearity between all links is extreme in terms of the f-value. In addition, we ran
various fitness tests to validate that our data match the proposed structural model (i.e.,
Chi Square = 661.637, NFI = 0.905, and SRMR = 0.051), clearly demonstrating the structural
model’s fit to our data [80].
In Table 5 and Figure 2, an analysis of the results showed a significant positive impact
of perceived ENK on the BI (H1 –β = 0.490, p < 0.01), hence H1 supported the study. Fur-
thermore, PE has a positive and significant association with BI (H2 –β = 0.015; p < 0.001),
confirming H2. Similarly, the results reveal that IO has a significant and negative asso-
ciation with BI (H3 –β = −0.125; p < 0.001). Additionally, the direct impact of the fourth
hypothesis indicated that SN was positively and significantly related to BI (H4 –β = 0.106;
p < 0.001). So, H4 is acknowledged. Moreover, the findings indicate that PR is negatively
linked with BI (H5 –β = −0.250; p < 0.001). In last, the direct impact of H6 suggests that BI
is positively and significantly related to WTP for EVs (H6 –β = 0.652; p < 0.001).
 thermore, PE has a positive and significant association with BI (H2–β = 0.015; p < 0.001),
confirming H2. Similarly, the results reveal that IO has a significant and negative associ-
ation with BI (H3–β = -0.125; p < 0.001). Additionally, the direct impact of the fourth hy-
pothesis indicated that SN was positively and significantly related to BI (H4–β = 0.106; p <
0.001). So, H4 is acknowledged. Moreover, the findings indicate that PR is negatively
Sustainability 2022, 14, 16831
linked with BI (H5–β = -0.250; p < 0.001). In last, the direct impact of H6 suggests that BI is
9 of 15

positively and significantly related to WTP for EVs (H6–β = 0.652; p < 0.001).

Table5.5. Hypotheses
Table Hypotheses testing.
testing.

Hypotheses
Hypotheses Beta
Beta S.D
S.D t-Values
t-Values p-Values
p-Values Decision
Decision
Perceived Environmental knowledge ->
H1 Perceived Environmental 0.490 0.085 5.743 0.000 Accepted
H1 Behavioral
knowledge Intention
-> Behavioral Intention
0.490 0.085 5.743 0.000 Accepted
H2
H2 Performance Expectancy
Performance Expectancy -> ->Behavioral
Behavioral Intention
Intention 0.015
0.015 0.077
0.077 0.198
0.198 0.013
0.013 Accepted
Accepted
H3
H3 Information
Information Overloaded
Overloaded -> ->Behavioral
Behavioral Intention
Intention -0.125
− 0.125 0.064
0.064 1.968
1.968 0.020
0.020 Accepted
Accepted
H4
H4 Subjective
Subjective Norms
Norms ->-> Behavioral
BehavioralIntention
Intention 0.106
0.106 0.064
0.064 1.658
1.658 0.008
0.008 Accepted
Accepted
H5 Perceived Risk -> Behavioral Intention −0.250 0.073 3.444 0.001 Accepted
H5 Perceived Risk -> Behavioral Intention -0.250 0.073 3.444 0.001 Accepted
H6 Behavioral Intention -> Willingness to Pay 0.652 0.040 16.399 0.000 Accepted
H6 Behavioral Intention -> Willingness to Pay 0.652 0.040 16.399 0.000 Accepted

Figure 2. Results of Hypotheses.

Figure 2. Results of Hypotheses.

5. Discussion
This study aimed to investigate the factors influencing the BI of individuals from
Beijing, China, regarding the purchase of electric vehicles. In general, the findings support
the findings of [81] that respondents from Beijing, China are highly concerned about and
committed to preserving their environment. In this study, the aim was to investigate and
analyze the drivers of consumers’ BI in order to better understand their WTP for EVs. In
this study, consumers’ ENK, PE, IO, SN, and PR are used to estimate consumers’ BI of EVs
in Beijing, China.
Our study found that all factors positively affect consumer behavior intentions and
WTP for EVs. Firstly, the findings indicate that perceived ENK significantly influences
consumer behavior toward electric vehicles. Researchers have found that consumers who
are knowledgeable about electric cars are more likely to demonstrate positive behavior
toward them. As TPB’s model shows, ENK is a significant predictor of environmental
behavior. These results are consistent with previous research that demonstrated ENK is a
reliable predictor for consumer BI [82].
The results of our study also indicate that SN is positively related to EV BI. According
to [83], consumers’ BI is strongly influenced by SN. It has been shown in previous studies
that SN has little effect either on BI or actual behavior [45,83–85]. Additionally, we found
that IO is negatively associated with the BI of an electric vehicle. The results are consistent
with the research of [39]. In light of these findings, it may be possible to alleviate overload
problems by enhancing the quality of EV-related information. Due to this, the quantity and
quality of EV-related information play equal roles in determining how much information
consumers are overloaded with, depending on the situation.
Sustainability 2022, 14, 16831 10 of 15

The results also revealed that SN is a strong influencer of BI. Previous studies have
shown that the more pressure an individual receives from significant individuals, the more
likely they are to perform a behavior [47]. Inconsistent with the research of [48] and [49],
SN is found to positively influence BI. Furthermore, the findings also advocate that PR
negatively affects BI. It is possible that PR influences consumers’ purchasing decisions [55].
According to [61], consumers have a hesitation to purchase electric vehicles due in part
to concerns about safety. An essential factor that may discourage EV acceptance is PR. In
light of this, consumers who perceive EV adoption and use risks are more likely to have
negative attitudes about these vehicles and reduce their adoption intentions.
Lastly, our findings suggest that BI has strong association with WTP for electric
vehicles. In order to determine the WTP of a particular product or service, a buyer must
determine their purchasing intentions. However, it should be noted that an individual’s
intent to buy a product may not necessarily be accompanied by an intention to pay a
premium price over alternatives (Gam et al., 2010). According to findings from the study,
participants expressed WTP more for an eco-friendly product and their actual purchasing
behavior during an auction. It is interesting to note that respondents with high BI indicated
that they would be willing to pay 40 percent more than what they actually paid.

5.1. Theoretical Implications

As part of the study, theoretical implications are provided that enhance the TPB
through its contribution to the existing literature on sustainable consumption. Firstly, this
research contains a theoretic framework that includes BI and WTP among consumers and
the importance of attributes for electric vehicles. In this study, the emphasis is placed on
ENK and attitudes regarding the EVs BI. Environmental development aims to create a
positive image of eco-friendly products to promote their purchase [86,87]. Furthermore,
the conceptual model presented here is unique in that it has been developed and tested
in a developed market (e.g., China). We also found that PR plays an important role in
understanding sustainable consumption behavior. In accordance with previous research, a
feeling of risk might lead to emotional responses to environmental degradation and its state,
which, in turn, may lead to a strong commitment at the individual level to environmental
causes. Additionally, cross-national studies have found that perceptions of environmental
risks may influence attitudes and behaviors.

5.2. Policy Recommendations

Due to our findings, we may need to make some important policy recommendations
in order to increase EV buying intent and promote EV development in China. First, the
Chinese government and companies need to focus more on improving the infrastructure
for fast charging and safety of electric vehicles. This research will significantly impact
consumer knowledge and perceptions of electric vehicles. As a result, consumers of electric
vehicles may be more inclined to make a purchase.
Second, governments and companies must work together to increase consumers’
awareness of electric vehicles. In order to accomplish this, it would be necessary to
disseminate information about EVs and demonstrate how they can be used to regenerate the
environment while reducing operating costs. The use of exhibitions and experience centers
can further educate the public about electric cars. It is possible for consumers to improve
their understanding of crucial policy decisions through public service announcements
(PSA), e.g., through TV advertisements and expert forums.
Thirdly, it is also important to create and strengthen monetary incentives policies to
encourage customers to buy electric cars. In spite of the fact that electric cars (EVs) have
become a commercial product in some markets, they are still at the beginning of their
development process. A substantial level of support from the government is needed. It
is preferable for the government to adopt a five-year tax-free policy on electric vehicles
instead of imposing a 1% sales tax. In addition, charging station electricity prices should
be lowered. To improve the performance of electric vehicles, incentives should be given
Sustainability 2022, 14, 16831 11 of 15

instead of subsidizing electric vehicle sales. It is possible to offer subsidies to non-EV

owners so that they can buy EVs.
Finally, it would be helpful if policymakers could provide additional information on
the benefits and drawbacks of EVs in order to help people transition to the next stage of
evolution. The difference between intrinsic motivations to purchase EVs (and their costs)
might also close if they understand their driving habits and the services they can offer. In
this way, people will not need incentives for switching to electric vehicles. In spite of this,
the effectiveness and efficiency of financial policies are likely to decrease as people shift
to electric vehicles. There may be a greater benefit to focusing on behavior modification
rather than providing incentives to everyone.

6. Conclusions
The results of the study reveal that the level of consumer ENK, PE, IO, SN, and PR re-
garding electric vehicles is positively and significantly associated with BI. The observational
results of the study also show that consumers’ BI has a positive and significant influence on
WTP for EVs. The study’s findings demonstrate that companies must let consumers know
about the environmental and safety regulations that require the development of electric
vehicles, which validates their higher cost and price. In this study, the importance of ENK
and other attributes is highlighted as a factor in purchasing eco-friendly electric vehicles.
Finally, the study recommends that future researchers use survey data or research designs
to assess how consumers use automated vehicles.
It should also be noted that there are some limitations to this study. There are five
factors that significantly promote consumers’ EV BI: perceived ENK, PE, IO, SN, and PR
measures. Nevertheless, this research only examined the direct effects of the above factors
on BI, and the theoretical mechanism analysis is still inadequate. Future studies could
explore the indirect effect of the antecedent variables mentioned above on WTP via the
mediating role of BI. Additionally, this study was conducted in the city of Beijing, China.
However, the findings of future studies should be generalized to more cities based on their
electric vehicle usage rate. Moreover, the study applies theory to environmental behavior;
major antecedents are included in this study. Future studies can apply eco-conscious
models, value-belief-norm theories, and norm activation models to environmental behav-
ior. A future study could include additional psychological variables, such as empathy
and morality.

Author Contributions: Conceptualization, S.Z.; Data curation, W.G. and S.F.; Formal analysis, Y.Y.;
Funding acquisition, H.L. and W.G.; Methodology, J.L.; Writing—original draft, B.L.; Writing—review
and editing, H.L. All authors have read and agreed to the published version of the manuscript.
Funding: This research was supported by the following funds: The National Social Foundation of
China (Grant No. 20BGL247). China Postdoctoral Science Foundation: A study on the mechanism of
physician engagement behaviour in online medical communities from the perspective of network
effects (No. 2022M710038). Guangxi Science and Technology Base and Talent Special Project: Research
on the incentive mechanism of user information sharing in live e-commerce-based on social capital
perspective (No. 2020AC19034). 2021 Guangxi 14th Five-Year Education Science Planning Key Special
Project: Research on the influence of learning communities on users’ online learning behavior in the
information technology environment (No. 2021A033). 2021 Guangxi 14th Five-Year Education Science
Planning Key Special Project: Research on the influence of short video sharing on Chinese cultural
identity of international students in China-taking Jieyin as an example (No. 2021ZJY1607). 2022
Innovation Project of Guangxi Graduate Education: Research on Cultivating Innovation and Practical
Ability of Postgraduates in Local Universities in Guangxi. (No. JGY2022122). Guangxi undergraduate
teaching reform project in 2022: research on the construction of thinking and government in marketing
courses under the online and offline mixed teaching mode. (No. 2022JGB180). Teaching reform
project of Guilin University of Electronic Science and Technology: research on the construction of
the ideology and politics of the course of Brand Management. (No. JGB202114). Doctoral research
initiation project of Guilin University of Electronic Science and Technology: “Research on the incentive
mechanism of knowledge sharing in online medical communities” (No. US20001Y).
Sustainability 2022, 14, 16831 12 of 15

Institutional Review Board Statement: The study was conducted in accordance with the Declara-
tion of Helsinki and approved by the Institutional review board of Guilin University of Electronic
Technology (protocol code 894-3, 14-05-2022).
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: The original contributions presented in this study are included in the
article. Further inquiries can be directed to the corresponding author.
Conflicts of Interest: The authors declare no conflict of interest.

Appendix A

Table A1. Questionnaire.

Strongly Strongly
Items 2 3 4
Disagree Agree
Perceived Environmental knowledge
My knowledge of environmental issues is extensive.
My understanding of environmental issues is greater than the average person. My
knowledge of reducing CO2 emissions allows me to choose the least polluting vehicles.
My understanding of the environmental impacts of vehicle consumption is good.
My understanding is that hybrid cars are more sustainable than conventional cars.
Performance Expectancy
My eco-friendly behavior would be enhanced if I used electric vehicles
My ability to learn the usage of EVs as technological advancement an be improved.
My fuel and maintenance costs can be reduced by using EVs in comparison to gasoline cars.
My motivation to buy an electric vehicle is enhanced by the availability of home charging.
I think there are no disadvantages to using electric vehicles
My learning and technical activities will be improved if I use electric vehicles
Information Overloaded
I was burdened with a lot of information about EV.
I felt that acquiring all the necessary information about EV was difficult due to the abundance
of information available.
In my experience, only a small percentage of the EV information I gathered was useful to me.
The information I received about EVs was not sufficient to assist me in making a purchasing
decision.
Subjective norms
I will be more likely to purchase an electric vehicle if I see people around me using electric
vehicles
I have been advised to purchase an electric vehicle by people who have influence over me
(such as my relatives and friends)
I will purchase an electric vehicle in response to news media propaganda
Perceived Risk
I believe that using EVs could involve considerable time losses considering their
disadvantages (e.g., limited driving range and long charging times).
I have concerns regarding the performance of EVs as compared to traditional gasoline
powered vehicles
In my opinion, the environmental crisis has become more serious in recent year.
Behavioral Intentions
In my personal and professional lives, I wish to use fully electric vehicles whenever possible
I have a high probability of using a fully electric vehicle in the future
I will make every effort to utilize a fully electric vehicle if possible
I am likely to suggest fully electric vehicles to others
Willingness to pay for EVs
My financial situation permits me to purchase an electric vehicle.
My preference for electric vehicles is higher than that for gasoline-powered vehicles
My desire to purchase an electric vehicle is based on its environmental friendliness
If I do not have cash on hand, I am willing to lease an electric vehicle
Sustainability 2022, 14, 16831 13 of 15

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