Chinese Consumer Attitudes towards the Electric Vehicle

Abstract: The aim of this study is to find coherence between the theory of consumers‟ attitudes and the challenge of product acceptance. The relationship between consumer attitudes and product acceptance will be explored using the example of the Electric Vehicle (EV), an innovative and much debated product, in China. This study will analyze the attitudes of the Chinese consumers toward the EV and how these attitudes might affect the acceptance of this particular product. The reason China was chosen as the target market was because that country seems to be a non-researched area. 1 This study will shed some light on the mentioned concepts and offer findings from the Asian continent. These findings will be crucially important for the academic world, as they will be a solid base for future research. More importantly, this research can be used by marketers for their strategies in regards to EV sales in China.