Environmental Perception and Willingness to Pay for Electric Vehicles: An Analysis Using the Lens Model

As China transitions away from electric vehicles (EVs) purchase subsidies, understanding the factors influencing consumer adoption becomes increasingly important. While much research has focused on subsidies and technical attributes, few studies have examined the role of environmental perception in shaping consumer willingness to pay (WTP) for EVs. This study addresses this gap by investigating how different environmental stimuli influence WTP for key EVs attributes. A randomized controlled experiment involving 112 participants in Nanyang City was conducted using a choice experiment to assess WTP for attributes such as driving range, charging time, and emissions reduction. Participants were divided into groups exposed to different stimuli: distal (policy information), proximal (environmental quality images), both combined, and a control group with no stimuli. Results indicate that proximal stimuli significantly increased WTP, especially for driving range and charging time, while distal stimuli alone had a modest effect, enhancing WTP mainly for driving range. Combined stimuli yielded the highest overall increase in WTP across all EVs attributes, suggesting a strong synergistic effect of emotional and informational perception. These findings suggest that emotionally engaging, visual environmental perception heighten perceived value, while abstract policy information alone is less effective. This study provides practical insights for policymakers and EVs businesses, recommending strategies that blend tangible product improvements with emotionally resonant messaging to sustain market growth post-subsidy. Future research could explore the long-term impact of environmental perception and their applicability in broader geographic settings.