Research On The Mechanism Of Social Norms Influencing The Market Promotion Of Electric Vehicles

Green technology is an important way to promote China’s economic development from the pursuit of quantity to the improvement of quality,and to establish a green and low-carbon circular economy system.It is a necessary means of green development in the future.However,in fact,due to the high cost of green technology and the incomplete performance of emerging green technology products,their market share is still not high,limited demand has become an important factor restricting the promotion of green technology.How to stimulate the enthusiasm of consumers to purchase green technology products,expand the demand for green technology,so as to promote the promotion of green technology has become an important issue concerned by the current government.It has become one of the focuses of academic attention of the potential impact of informal binding social norms on the adoption of green technologies in recent years.Taking new energy vehicles as the research object,under the framework of normative focus theory,this paper innovatively divides social norms into three dimensions: instructive,encouraging and restrictive,theoretically discusses the internal mechanism of social norms affecting consumers’ adoption of green technology.Measuring the social norms index of the cities which promote the use of new energy vehicles based on the structural equation model that can identify the structural relations between variables,the effect of social norms on the promotion of new energy vehicles is tested through empirical research.In order to further explore the heterogeneous influence of social norms on the promotion of new energy vehicles in different types of cities,this paper conducts a heterogeneity test according to whether they are model cities and the degree of urban development.Subsequently,this paper adopts the method of moderating effect test to study under what conditions the influence of social norms on new energy vehicles will be strengthened or weakened.The research finds that the results show that the social norm index of first-tier cities is relatively high,while that of third-tier cities is relatively low.Social norms have a significant positive impact on the promotion of new energy vehicles,and the enhancement of the intensity of guiding,incentive and restrictive social norms can significantly increase the purchase of new energy vehicles.Heterogeneity test shows that in the environmental model city,first-tier cities and new first-tier cities,social norms play a more prominent role in promoting environmental protection,while in non-model cities and third-tier and fourth-tier cities,the effect of social norms is not obvious.The moderating effect test shows that urban environmental pollution has a positive moderating effect on the overall social norms,education level and car ownership can also strengthen the promoting effect of guiding social norms and restrictive social norms,respectively,while in areas with a high per capita income,the influence effect of incentive social norms is greatly weakened.