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Abstract
This study aims to evaluate the impact of innovativeness and ethnocentrism on consumers' purchase intention for electric cars in Ho Chi Minh City. The primary objective is to determine the extent to which psychological and perceptual factors influence consumer attitudes and purchase intentions. Data were collected from 343 direct survey responses from consumers interested in electric cars. The covariance-based structural equation modeling (CB-SEM) approach was employed to examine the relationships among latent variables due to its suitability for multivariate analysis and its ability to simultaneously measure multiple causal relationships. The results indicate that ethnocentrism and environmental concern have a significant impact on consumer attitudes, with environmental concern exerting a stronger positive influence. Based on these findings, businesses can develop marketing strategies that emphasize ethnocentric values, promote awareness of environmental benefits, and enhance user experience to encourage consumer acceptance and adoption of electric cars in Ho Chi Minh City.
Keywords: Innovation; Ethnocentrism; Electric cars; Consumers.