Switching From Internal Combustion Engine Vehicles to Battery Electric Vehicles: The Role of Self‐Characteristics and Comparative Value

ABSTRACT In the context of the global automotive market transition to more sustainable products, this study examines the mechanisms behind users' intentions to switch from internal combustion engine (ICE) vehicles to battery electric vehicles (BEVs). Grounded in self‐congruity and comparative value theories, it investigates how ICE vehicle users' self‐characteristics (self‐efficacy and self‐innovativeness) influence their intention to switch to BEVs through comparative value under different levels of perceived financial switching costs. Analysis of survey data from 302 ICE users in two Chinese cities indicates that the comparative value of BEVs relative to ICE vehicles fully mediates the positive effect of both self‐efficacy and self‐innovativeness on users' BEV switching intention. Moreover, self‐efficacy strengthens the positive effect of self‐innovativeness on the comparative value of BEVs. In addition, perceived financial switching costs attenuate the effect of self‐efficacy but amplify the effect of self‐innovativeness on comparative value. These findings highlight the interactive role of consumer characteristics and market conditions in driving users switching to new eco‐friendly technologies.