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Predicting consumers’ adoption of electric vehicles during the city smog crisis: An application of the protective action decision model

Liu, Yang, Ouyang, Zhe, Cheng, Peng
Journal of environmental psychology 2019 v.64 pp. 30-38
consumer behavior, consumers (people), electric vehicles, models, prediction, psychology, questionnaires, risk behavior, risk perception, stakeholders, China
Encouraging citizens to adopt Electric Vehicles (EVs) is an effective approach to mitigate the city smog risk caused by motor vehicles. The protection action decision model (PADM) provides a valuable framework to explain adaptive risk behaviors, doing so by employing a wide set of predictors such as the protective action perception, risk perception, and stakeholder perception. In this study, data was collected via questionnaire from 482 participants drawn from EV customers in Beijing. The results show that hazard-related attributes have positive effects on the societal acceptability of EVs in the long run. Resource-related attributes have negative effects on their long-run acceptability and purchase intention. The study revealed that attribute importance moderates the effect of hazard and resource-related attributes on adoption indicators. Additionally, risk perception has positive effects on consumers' adoption indicators, and trustworthiness and the government's responsibility to protect the environment also influence consumer behavior intention.