期刊
TRANSPORTATION RESEARCH PART D-TRANSPORT AND ENVIRONMENT
卷 91, 期 -, 页码 -出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.trd.2021.102695
关键词
Electric vehicles; Environmental concern; Competition; Pricing strategy; Consumer heterogeneity
资金
- National Natural Science Foundation of China [71974177, 71601174]
- USTC Research Funds of the Double First-Class Initiative [YD2160002002]
- Science and Technology Planning Project of Shaanxi Province, China [2020JQ-396, 2020JQ-398]
- Fundamental Research Funds for the Central Universities, CHD [300102230104]
- Humanities and Social Science Fund of Ministry of Education of China [18YJC790158]
- China Postdoctoral Science Foundation [2020M683403]
While environmental concerns may not always boost EV sales, green consumers enhance the unit profitability of electric vehicles, influencing manufacturer decisions. Governments should regulate subsidy phase-out rates in markets with more environmentally conscious consumers to mitigate shifts in pricing strategies. This study emphasizes the importance of policy coordination and offers specific strategies for effective EV marketing in diverse customer segments.
The moderating role of consumers' environmental concern in electric vehicles (EVs) adoption intentions is well established, but the variation between intentions and behaviors leads to the necessity to consider corporate behavior and further evaluate its primary role. This paper constructs a duopoly pricing model and captures consumer heterogeneity in two dimensions to study consumers' vehicle adoption choices and EV pricing. Counter-intuitively, the results show that environmental concerns may not always stimulate EV sales. Green consumers with environmental concerns enhance EV's unit profitability, which may induce manufacturers to abandon conventional consumers. Thus, governments should control the phase-out rate of subsidies in markets with more green consumers to mitigate shifts in pricing strategies. Furthermore, by demonstrating the relationship between EV policies, this paper highlights the importance of policy coordination and provides specific strategies. Our findings have broad implications for understanding EV marketing under conditions of customer heterogeneity and cost-effective policy coordination strategies.
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