A Study of the Social Identity of Electric Vehicle Consumers from a Social Constructivism Perspective
The present study adopts the social constructivism theory and consumer decision-making process model with the aim of examining the social identity that consumers build through the purchase of electric vehicles (EVs) in line with their income, age, gender, and education. The study’s findings indicate...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-07-01
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| Series: | World Electric Vehicle Journal |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2032-6653/16/7/403 |
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| Summary: | The present study adopts the social constructivism theory and consumer decision-making process model with the aim of examining the social identity that consumers build through the purchase of electric vehicles (EVs) in line with their income, age, gender, and education. The study’s findings indicate that this social identity, shaped by income, age, gender and education, exerts a significant influence on consumer decision-making behavior. This identity is shaped not only by the make and model of EVs chosen, but also by their preferences for vehicle performance and technical features. The adoption of EVs by consumers is driven by dual objectives: the fulfilment of practical needs and the shaping of social identities in social interactions that correspond to their income, age, gender, and education. The study’s findings are of significant value in understanding the social identity aspirations of consumers in the electric vehicle consumer market, and provide a theoretical foundation for future electric vehicle companies to create products and corporate cultures that meet their target customers, thereby effectively promoting the popularization of electric vehicles. |
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| ISSN: | 2032-6653 |