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From incident to impact: Examining consumer resistance to electric vehicles using event systems theory and risk amplification

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  • Tang, Zhenya
  • Dong, Xueyan
  • Tian, Yuxin
  • Hao, Jianliang
  • Zhou, Yang

Abstract

Consumer resistance remains a persistent barrier to the widespread adoption of electric vehicles (EVs). This study uses the recent high-profile Xiaomi SU7 fatal crash in China as a contextual catalyst to examine how public incidents shape resistance through risk perception. Integrating event system theory and social risk amplification theory, we investigate how the characteristics of EV-related events, specifically event novelty, disruption, and criticality, affect perceived safety and financial risks. These risks, in turn, contribute to consumer resistance. We find that events perceived as novel, disruptive, or critical significantly heighten both types of perceived risk, ultimately increasing resistance to EV adoption. These findings offer theoretical insights into how external events are associated with psychological barriers and challenge assumptions of stable pro-innovation attitudes. Practically, the study highlights the need for proactive risk communication and reputation management strategies among policymakers, manufacturers, and stakeholders in the sustainable mobility ecosystem.

Suggested Citation

  • Tang, Zhenya & Dong, Xueyan & Tian, Yuxin & Hao, Jianliang & Zhou, Yang, 2026. "From incident to impact: Examining consumer resistance to electric vehicles using event systems theory and risk amplification," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004333
    DOI: 10.1016/j.jretconser.2025.104654
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