The Impact of Gen Z Consumers' Green Consumption Values on New Energy Vehicle Purchase Decisions—Based on the Theory of Planned Behavior

Abstract

Against the backdrop of global climate change and the explosive growth of the new energy vehicle (NEV) industry, this study, grounded in the Theory of Planned Behavior (TPB), explores how Gen Z consumers' green consumption values shape their NEV brand purchase decisions. Through rigorous analyses—including reliability and validity tests, regression analysis, and mediating effect assessments—on 107 valid samples, the research reveals that green consumption values exert a significant direct positive impact on purchase intention. Moreover, they indirectly influence purchase intention via two pathways: consumers' attitude toward NEVs and their perceived behavioral control. This study provides valuable references for future research on green consumption and NEV purchase behavior, with impacts in both theoretical and practical aspects. Theoretically, it verifies TPB's applicability in Gen Z consumption scenarios, clarifies how green consumption values influence purchase intention through "attitude" and "perceived behavioral control", provides empirical support for research on the relationship between values and consumption decisions, and enriches the application of related theories in young consumer groups. Practically, the conclusions provide clear directions for NEV enterprises to formulate marketing strategies, such as strengthening the communication of products' environmental attributes to enhance Gen Z's attitude recognition, and optimizing charging facility layout and policy interpretation services to enhance their perceived control. This study validates TPB's applicability in Gen Z consumption research, offering theoretical support for NEV enterprises to craft targeted marketing strategies for Gen Z and for governments to formulate relevant policies, thereby contributing to the advancement of green consumption and the NEV market.