The Impact of Branding on the Purchase Intention of Electric Vehicle Consumers in China’s Zhejiang Province

DOI

10.2991/978-94-6239-758-3_70How to use a DOI?

Keywords

Branding; Electric Vehicles; Consumers; Purchase Intention

Abstract

Amid the global wave of low-carbon transition and automotive industry innovation, electric vehicles have emerged as the core of sustainable transportation development. China, the world’s largest market for electric vehicle production and consumption, has achieved leapfrog development in the new energy vehicle industry through policy support, technological breakthroughs, and market cultivation—with Zhejiang Province standing out as a key domestic consumption hub for electric vehicles, buoyed by its advanced economy, leading digitalization level, and strong consumer purchasing power, where market competition is growing increasingly intense.

Against this fiercely competitive backdrop, branding has become a critical factor shaping consumers’ purchasing decisions, prompting an exploration into how four key branding dimensions—brand recall, brand recognition, brand loyalty, and brand image—influence the purchase intent of electric vehicle consumers in Zhejiang Province. Drawing on survey data from 400 consumers in Zhejiang Province, the study finds that all four branding dimensions exert a significant positive impact on electric vehicle purchase intent, with brand loyalty having the strongest effect, followed by brand image, brand recall, and brand recognition in sequence.

These branding factors collectively explain 46% of the variations in purchasing intent observed among the surveyed consumers, and building on these empirical results, the paper further analyzes the mechanisms through which branding exerts its influence. Targeted practical recommendations are also put forward to assist electric vehicle manufacturers in optimizing their brand strategies and expanding their presence in regional markets.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ziang Wang
AU  - Winyu Proykratok
PY  - 2026
DA  - 2026/09/08
TI  - The Impact of Branding on the Purchase Intention of Electric Vehicle Consumers in China’s Zhejiang Province
BT  - Proceedings of the 2026 7th International Conference on Management Science and Engineering Management (ICMSEM 2026)
PB  - Atlantis Press
SP  - 704
EP  - 710
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-758-3_70
DO  - 10.2991/978-94-6239-758-3_70
ID  - Wang2026
ER  -