SOAS Research Online

Abstract

Promoting sustainability with both economic and societal frameworks has emerged as a pivotal agenda for China. The accentuation of the new energy vehicle (NEVs) industry serves a dual purpose: it mitigates China’s reliance on imported oil and curtails greenhouse gas emissions. Given the escalating concerns pertaining to health, societal welfare, and the environment, transitioning to low-emission and eco-friendly automotive solutions becomes imperative. To fortify the green automotive ecosystem and stimulate NEV adoption and diffusion, the Chinese government has promulgated over a hundred pertinent policies. NEVs, often delineated as innovative products within both the automotive and sustainable product arenas, are alternative fuel automobiles. Both the production and consumption facets of the Chinese NEV market have benefited from substantial subsidisation. Furthermore, investment geared towards infrastructure enhancement, as exemplified by the proliferation of charging stations, is witnessing an upswing. Existing literature predominately underscores innovation adoption intent within Nordic nations, rendering a conspicuous gap in understanding similar processes in Asian or Eastern demography. Despite a surge in studies focusing on actual NEV adopters, research targeting Chinese NEV consumer behaviour remains markedly sparse. This research endeavours to elucidate the evolution and interplay of attitudes, motivations, emotions, reasoning, and values across various stages of the NEV adoption continuum within the Chinese milieu. Additionally, it draws a distinction between local Chinese NEV brands and a prominent global brand (Tesla), gauging their influence on their market stature and competitive edge. The intent is to discern the effect of a brand’s localness and globalness on Chinese consumers’ adoption behaviour. This study also sheds light on the dark side of sustainable innovation from the customer's perspective and how this influences consumer behaviour and the diffusion of innovations.