Understand consumers' true views on new energy vehicles through behavioral reasoning and brand extension fit

• Published in: Research in transportation business & management 2023-08, Vol.49, p.100974, Article 100974
• Main Authors: Zhu, Xun, Ma, Ye, Kong, Lanlan, Yang, Jingzhao
• Format: Article
• Language: English
• Subjects: Behavioral reasoning theory; Brand extension fit; Consumer reasoning; New energy vehicle; Real intention
• ISSN: 2210-5395; 2210-5409
• DOI: 10.1016/j.rtbm.2023.100974

Due to avoid environmental pollution, promoting new energy vehicles has become a national strategic tool widely supported by national policies, and the trend of cross-border car manufacturing has aroused the attention of society, car manufacturers, and policymakers. Many previous studies have analyzed the public's acceptance of new energy vehicles. However, few studies have distinguished the true views of consumers, which involve whether consumers' attitudes and intentions toward new energy vehicles are true and whether consumers have a more aggressive risk appetite for new energy vehicles and are willing to accept new energy vehicles. To address this gap, we construct a research framework based on behavioral reasoning theory and introduce brand extension fit to assess consumers' true attitudes, intentions, and risk preferences for new energy vehicles. According to the characteristics of potential new energy vehicle consumers, we recruited 586 participants. Our research results show that, first, reasoning plays an essential role in the formation of consumers' attitudes and intentions. Consumers' attitudes toward new energy vehicles comprehensively consider “reasons for” and “reasons against”, while “reasons against” are suppressed in consumer intentions that are closer to consumer behavior. Second, the brand extension fit has a significant moderating effect on the reasoning of consumers' purchase decisions, which indicates that consumers' views on new energy vehicles are more conservative than innovative. Finally, based on our survey results, we provide valuable suggestions for policymakers and automobile manufacturers.