IDENTITY-BASED DRIVERS OF ELECTRIC VEHICLE ADOPTION: EVIDENCE FROM VINFAST IN VIETNAM

Abstract

Despite the accelerating transition towards electric mobility globally, emerging economies see uneven adoption patterns. This study examines the determinants shaping consumers’ purchase intention towards domestic electric vehicles (EVs) by incorporating both evaluation-based determinants and identity-based motivations. In particular, by focusing on the case of VinFast, a pioneer in EV production, the study investigates how consumer ethnocentrism, brand nationalism, perceived quality, attitude towards EVs, and environmental concern shape purchase intention. Using survey data collected from 220 Vietnamese consumers, the proposed framework is tested through CB-SEM. The findings reveal that purchase intention is strongly driven by perceived quality, attitude towards EVs, consumer ethnocentrism, and brand nationalism. While the mediating effect of brand nationalism in the link between consumer ethnocentrism and purchase intention is significant, environmental concern positively strengthens this relationship. The importance of technological evaluations with identity-related motivations is highlighted in explaining EV adoption in emerging markets, providing pragmatic insights for domestic EV manufacturers seeking to promote electric mobility.