Navigating Green Consumer Behavior: Tesla vs. Xiaomi in Shaping Electric Vehicle Adoption through Brand Personality in China's Sustainable Market

Navigating Green Consumer Behavior: Tesla vs. Xiaomi in Shaping Electric Vehicle Adoption through Brand Personality in China's Sustainable Market

In response to growing global concerns over environmental sustainability, electric vehicles (EVs) have emerged as a crucial technology in reducing greenhouse gas emissions, reflecting the broader transition towards eco-friendly transportation. This study investigates the influence of brand personality and self-image congruence on the purchase intentions of Chinese consumers within the rapidly expanding EV market, with a focus on two significant brands: Tesla, a global leader, and Xiaomi, an emerging Chinese contender. By analyzing how congruence between a consumer's self-image-both actual and ideal-and the perceived brand personality influences brand attachment and purchase intentions, this research uncovers critical factors driving consumer behavior in the context of green technology adoption. The moderating roles of patriotism and price sensitivity are also explored, revealing their significant impact on brand attachment and purchase intentions for both Tesla and Xiaomi. These insights contribute to the understanding of consumer behavior in green markets and provide actionable strategies for promoting sustainable vehicle adoption.