The Impact of Green Attitudes and Environmental Perception on Electric Vehicle Purchase Willingness in Jeju Island

This paper examines the determinants of electric vehicle (EV) purchase willingness in Jeju Island, a leading carbon-free island in the Republic of Korea, focussing on green attitude. Green attitude is measured by personal efforts to reduce carbon emissions, such as participation in environmental activities and purchasing recyclable products. Unlike existing studies based on single-period survey data, this study utilises 17,953 survey responses collected between 2017 and 2022. Employing probit model estimation, the results present that consumers with a green attitude are more likely to exhibit higher EV purchase willingness, while environmental perception does not have a significant effect. Additionally, younger, male, well-educated, health-conscious and high-income individuals are more likely to express a positive willingness, whereas house ownership, marital status and having children do not show significant impact. Notably, the marginal effect of income diminishes beyond a certain threshold, suggesting that financial EV subsidies should be targeted towards low-to-middle-income consumers.