Attitude, Subjective Norm, Perceived Behavioral Controland Intention to Adopt Electric Vehicles in China

  • Authors

    • Jin Jing Faculty of Business and Communications, INTI International University, Malaysia https://orcid.org/0009-0005-7008-6166
    • Lim Kim Yew Faculty of Business and Communications, INTI International University, Malaysia
    • Tan Owee Kowang Faculty of Management, Universiti Teknologi Malaysia, Johor Baharu, Malaysia
    • Tee Poh Kiong Asia Pacific University of Technology & Innovation, Taman Teknologi Malaysia, Kuala Lumpur 57000, Malaysia
    • Yang Chen Faculty of Business and Communications, INTI International University, Malaysia
    https://doi.org/10.14419/dbacvw69

    Received date: October 3, 2025

    Accepted date: November 25, 2025

    Published date: December 3, 2025

  • Intention to Adopt; Attitude; Subjective Norm; Perceived Behavioral Control

  • Abstract

    This study utilizes the Theory of Planned Behavior (TPB) framework to examine the elements affecting Chinese consumers' intention to ‎adopt electric vehicles (EVs). This research systematically applies TPB's core psychological variables to the EV (electric cars) adoption ‎context in China's unique market environment. This study aims to examine the relationships between attitude, subjective norm, perceived ‎behavioral control, and intention to adopt EVs among Chinese consumers. It makes a theoretical contribution by validating the applicability of ‎TPB in China's cultural and market context characterized by collectivism, strong policy orientation, and price sensitivity. From a practical ‎perspective, the investigation furnishes policymakers and marketers with valuable information to promote the advancement of more efficient ‎strategies for EV adoption in the Chinese market. Most existing research on EV adoption has been conducted in Western con‎texts, with limited systematic examination of psychological dimensions in China's distinct cultural and market environment. While existing ‎studies focus predominantly on economic and technological factors, further development of the psychological dimension and renewable energy ‎research in the Chinese market is needed. The objective of the investigation is to address this disparity by offering empirical evidence of ‎TPB's effectiveness in predicting Chinese consumers' intention to adopt EVs.

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    Jing , J. ., Yew , L. K. ., Kowang , T. O. ., Kiong , T. P. ., & Chen , Y. . (2025). Attitude, Subjective Norm, Perceived Behavioral Controland Intention to Adopt Electric Vehicles in China. International Journal of Accounting and Economics Studies, 12(8), 32-40. https://doi.org/10.14419/dbacvw69