THE ROLE OF THE COUNTRY-OF-ORIGIN EFFECT IN DRIVING CHINESE EV ADOPTION: THE CASE OF PORTUGAL

Abstract

AS ENVIRONMENTAL AWARENESS GROWS, SUSTAINABLE MODES OF TRANSPORTATION HAVE GARNERED INCREASING IMPORTANCE. WITH THE RISING POPULARITY OF ELECTRIC VEHICLES (EVS), A BROADER COMMUNITY NOW ACKNOWLEDGES THEIR NUMEROUS ADVANTAGES, SUCH AS LOWER NOISE LEVELS, ENHANCED EFFICIENCY, AND COST-EFFECTIVENESS IN COMPARISON TO TRADITIONAL INTERNAL COMBUSTION ENGINE VEHICLES. FURTHERMORE, EVS SIGNIFICANTLY CONTRIBUTE TO A MORE SUSTAINABLE FUTURE BY EMITTING FEWER POLLUTANTS AND REDUCING OVERALL ENVIRONMENTAL IMPACT. HOWEVER, CONSUMERS' PERCEPTIONS AND EXPECTATIONS ABOUT THE VEHICLE'S COUNTRY OF ORIGIN - THE NATION WHERE THE VEHICLE IS MANUFACTURED - REMAIN UNCLEAR, PARTICULARLY IN THE CASE OF CHINESE-MANUFACTURED EVS DUE TO CHINA'S REPUTATION FOR POLLUTION AND PRODUCT SAFETY CONCERNS. THIS STUDY EMPLOYSA QUALITATIVE FRAMEWORK BASED ON THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2(UTAUT-2) TO ASSESS THE ACCEPTANCE OF CHINESE ELECTRIC VEHICLES, AND THE INFLUENCE OF THE COUNTRY-OF-ORIGIN EFFECT (COE) ON A SAMPLE OF PORTUGUESE RESIDENTS. DATA WAS GATHERED THROUGH SEMI-STRUCTURED INTERVIEWS AND ANALYZED USING QUALITATIVE METHODS. THE STUDY'S RESULTS SHED LIGHT ON THE SIGNIFICANCE OF THE COUNTRY OF ORIGIN IN SHAPING CONSUMERS' BEHAVIORAL INTENTIONS TO PURCHASE CHINESE ELECTRIC VEHICLES, INDICATING A POSITIVE INFLUENCE. THIS SUGGESTS THAT COUNTRY OF ORIGIN IS A CRUCIAL FACTOR WHEN CONSIDERING AN INDIVIDUAL'S INTENTION TO ADOPT ELECTRIC VEHICLES. ADDITIONALLY, THE RESEARCH HIGHLIGHTS THE IMPORTANCE OF VARIOUS OTHER FACTORS SUCH AS PERFORMANCE EXPECTANCY, EFFORT EXPECTANCY, SOCIAL INFLUENCE, FACILITATING CONDITIONS, PRICE VALUE, HEDONIC MOTIVATION, AND HABIT IN SHAPING CONSUMERS' ATTITUDES AND INTENTIONS. OUR RESULTS UNDERSCORE THE COMPLEXITY OF CONSUMER BEHAVIOR TOWARD ELECTRIC VEHICLES, SUGGESTING THE NEED FOR A MULTIFACETED APPROACH TO UNDERSTANDING ANDPROMOTING EV ADOPTION. RESEARCH IS NEEDED TO EXAMINE THE COE IN DIFFERENT CULTURAL AND GEOGRAPHIC CONTEXTS TO DEVELOP EFFECTIVE STRATEGIES TO ENHANCE THE GLOBAL ADOPTION OF ELECTRIC VEHICLES, PARTICULARLY FROM COUNTRIES WITH VARYING ENVIRONMENTAL REPUTATIONS