This paper aims to investigate the individual acceptance and purchase intention towards electric vehicles on the basis of the Theory of Planned Behavior (TPB), by examining the complex relationships and effects among critical independent variables such as consumers consciousness, consumers attitude as well as price sensitivity, hence give out conclusion of the purchase intention on electric vehicles of Vietnamese consumers. A questionnaire survey has been conducted, using multiple regression analysis method with SPSS 22.0 software in order to analyze the data collected. The results from the emperial analysis shows that (1) Consumers’ envrionment consciousness affects their attitude towards environmental protection, thus positively encourage consumer’s acceptance and purchase intention on electric vehicles; (2) Environment consciousness holds a strong relationship with consumers’ attitude towards electric vehicles and therefore positively effects on the their acceptance and purchase intention towards electric vehilces; (3) Environment consciousness significantly link with the subjective norm, which strongly influences consumers’ acceptance and purchase intention toward electric vehicles; (4) Price senstivity together with perceived behavioral control have negative effects on the consumers’ acceptance and purchase intention towards electric vehicles; (5) Consumers’ attitude towards environmental protection, attitude towards electric vehicles and subjective norm play the role of mediator as they take mediating effect between consumers’ environment consciousness and their purchase intention on electric vehicles. The results of the study firmly emphasize the sound capability of electric vehicles diffusion into reality due to its pro-environmental effects as well as its contributions to reduce the dependence on the scarce natural resources. Price sensitivity and consumers’ consciousness are examined and found to be significantly correlated to the purchase intention towards electric vehicles indicate the psychological perspective and price play important roles in driving consumers’ purchase intention towards a specific product, especially such new and hi-tech products. On the other hand, the rising awareness and attention from consumers towards electric vehicles is seen from the study, showing the promising future for the application of similar products. Further researches regarding the related topic is also recommended.
