Earticle

This study examines the impact of general and sustainable country images on Chinese consumers’ purchasing behavior for green automobiles from Korea and the U.S. Although China is emerging as a significant market for green automobiles, foreign automobile companies face challenges in entering the Chinese market. In the green automobile market, country image is crucial as it influences consumers’ purchasing behavior. Many countries are actively enhancing their country image through initiatives aligned with the Sustainable Development Goals (SDGs). Hence, the study aims to investigate the effects of general and sustainable country images on Chinese consumers’ purchasing behavior concerning Korean and U.S. green automobiles. The study analyses 423 samples using the SPSS 22 and AMOS 21 programs. The findings reveal that cultural image holds greater importance for Korean green automobiles, whereas political and economic image are more influential for U.S. green automobiles. Lastly, theoretical and practical implications based on the study’s results are also discussed.