Liu Wenlong, Zeng Lele, Wang Qunwei
College of Economics and Management, Nanjing University of Aeronautics & Astronautics, Nanjing, China.
School of Management, Fudan University, Shanghai, China.
Front Psychol. 2021 Apr 1;12:569115. doi: 10.3389/fpsyg.2021.569115. eCollection 2021.
Air pollution in China has been drawing considerable attention in recent years. The emergence of new energy vehicles (NEVs) provides hope to reduce air pollutant emission. However, consumers' recognition and acceptance of NEVs remain at the early stage. This research aims to explore how consumers' environmental concern influences their NEV purchase intention. Specifically, this research conducted an online survey and an experiment to address the following issues: (1) how consumers' psychological distance (PD) toward air pollution influences their purchase intention for NEVs, and does their risk perception of the consequences of air pollution mediate this influence; (2) whether consumers' perceived price level of NEVs plays a moderating role in the relationship between risk perception and purchase intention; and (3) whether the construal level of stimulus can be manipulated to influence consumers' PD toward air pollution to increase their purchase intention for NEVs. The results of study 1, based on a total of 293 valid samples, show that consumers' PD toward air pollution significantly affects their purchase intention for NEVs, and risk perception of the consequences of air pollution plays a considerable mediating role. Meanwhile, consumers' perceived price level of NEVs has a significant negative moderating effect on the relationship between risk perception and purchase intention. The results of study 2, based on an online experiment, show that the construal level of stimulus can influence consumers' PD toward air pollution, which in turn affects their purchase intention for NEVs. The findings of this research have implications for businesses' promotional strategies and governments' policies. For instance, low-construal-level promotional materials can be developed to arouse consumers' environmental concern, thereby facilitating their eco-friendly consumption behavior. Governmental financial assistance and other policies can also increase consumers' willingness to purchase NEVs.
近年来，中国的空气污染问题备受关注。新能源汽车的出现为减少空气污染物排放带来了希望。然而，消费者对新能源汽车的认知和接受仍处于早期阶段。本研究旨在探讨消费者的环境关注度如何影响他们购买新能源汽车的意愿。具体而言，本研究通过在线调查和实验来解决以下问题：（1）消费者对空气污染的心理距离如何影响他们购买新能源汽车的意愿，以及他们对空气污染后果的风险认知是否在这种影响中起中介作用；（2）消费者对新能源汽车的感知价格水平在风险认知与购买意愿之间的关系中是否起调节作用；（3）是否可以操纵刺激的解释水平来影响消费者对空气污染的心理距离，从而提高他们购买新能源汽车的意愿。基于293个有效样本的研究1结果表明，消费者对空气污染的心理距离显著影响他们购买新能源汽车的意愿，并且对空气污染后果的风险认知起着相当大的中介作用。同时，消费者对新能源汽车的感知价格水平在风险认知与购买意愿之间的关系中具有显著的负向调节作用。基于在线实验的研究2结果表明，刺激的解释水平可以影响消费者对空气污染的心理距离，进而影响他们购买新能源汽车的意愿。本研究的结果对企业的促销策略和政府政策具有启示意义。例如，可以开发低解释水平的促销材料来唤起消费者的环境关注度，从而促进他们的环保消费行为。政府的财政援助和其他政策也可以提高消费者购买新能源汽车的意愿。
