DRIVING GREEN IN CHINA: SOCIAL INFLUENCE AND NEW ENERGY VEHICLE ADOPTION IN GUANGDONG
DOI:
https://doi.org/10.14456/aisr.2025.14Keywords:
New Energy Vehicles, Theory of Planned Behavior, Social Influence, Green Purchase Intention, Peer Group HomogeneityAbstract
This study examines the factors influencing New Energy Vehicle (NEV) adoption among consumers in Guangdong Province, China, through the lens of the Theory of Planned Behavior (TPB). It incorporates peer group homogeneity as a moderating variable, leveraging Guangdong's advanced NEV infrastructure, strong government support, and collectivist cultural context. Utilizing a quantitative methodology with 420 respondents, the study evaluates the impact of green attitude, perceived social influence, and perceived behavioral control on green purchase intentions and behaviors. Findings confirm that these three TPB components significantly predict NEV purchase intention, which in turn mediates actual purchase behavior. Peer group homogeneity significantly moderates these relationships, amplifying the effects of TPB constructs in cohesive social groups. The research highlights the importance of social dynamics in shaping consumer behavior within collectivist societies. This study extends the TPB framework by including group-level influences, offering a more comprehensive model of green consumer behavior. The results offer guidance for businesses and policymakers seeking to promote NEV adoption in similar cultural and economic contexts.
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