Driving towards sustainability: Analyzing the purchase intentions of new energy vehicles among young consumers

ABSTRACT Amid the global surge in new energy vehicle (NEV) adoption, understanding culturally nuanced drivers of young consumers’ purchase intentions remains a critical yet underexplored issue. This study bridges this gap by pioneering a four-dimensional perceived value model (Price, Social, Functional, Cognitive Value), integrating Technology Sense and Low-carbon Awareness as dual drivers, while uniquely incorporating Mianzi and Saving Consciousness as cultural moderators. Structural equation modeling (SEM) analysis of 466 responses reveals: (1) Technology Sense enhances purchase intentions through all value dimensions, whereas Low-carbon Awareness strengthens price, social, and cognitive values; (2) Cultural factors negatively moderate the relationship between perceived value and purchase intention, exposing contextual barriers to NEV adoption. The study’s key contribution lies in advancing a culture-adaptive theoretical framework that synergizes environmental psychology and technology adoption models, offering transformative insights for cross-cultural consumer behavior research and sustainable marketing strategies.