USING THE FSQCA METHOD TO INVESTIGATE CONSUMER’S NEW ENERGY VEHICLE CONSUMPTION IN AN URBAN-RURAL DIFFERENCES CONTEXT

Abstract

Climate change poses a common challenge to humanity, and fostering a green and low-carbon transformation in both production and lifestyles is imperative for achieving sustainable development. Grounded in the theory of consumption and goal-framing theory, and further integrates product involvement and urban-rural differences, this study establishes a research framework to better elucidate consumers' purchase intention toward new energy vehicle. Employing fuzzy-set qualitative comparative analysis (fsQCA), this study identified four distinct yet equally effective configurations that lead to high purchase intention. Configuration 1 represents an urban–rural generalized consumption pattern applicable to both urban and rural consumers, highlighting shared motivational characteristics. Configuration 2 depicts an egoism-oriented paradigm specific to certain urban subgroups. Configurations 3 and 4 constitute the rural consumption paradigms, they share the same core conditions. Specifically, Configuration 4 aligns with “rational and eco-friendly” consumers in rural. Consequently, segment market and segmentation criteria were determined. This study theoretically contributes to the literature by identifying multiple equifinal paths and their applicable groups through configurational insights. Finally, some recommendations were proposed.