A Study on the Willingness to Purchase Electric Vehicles among Non-Purchasers in Snowy and Cold Regions: Focusing on the Relationship with Pro-environmental Behavior

Abstract

The diffusion of electric vehicles (EVs) represents a crucial pathway for reducing greenhouse gas emissions within the transportation sector. However, the penetration of EVs remains markedly lower than that of hybrid vehicles, and the determinants underlying EV purchase decisions are not yet fully elucidated. In particular, the knowledge regarding adoption factors in snowy and cold regions is still limited. To address this gap, this study focuses on individuals residing in snowy and cold regions who have not purchased electric vehicles and examines the structural relationships through which the availability of EV-related infrastructure, the perceived benefits of EV ownership, and actual pro-environmental behaviors influence purchase intention for electric vehicles. As a result, the findings suggest that, in addition to the intrinsic advantages of electric vehicles, awareness of and engagement in pro-environmental behaviors contribute to purchase intention for electric vehicles, and that lifestyle conditions and housing characteristics specific to snowy and cold regions constitute important influencing factors.