Too similar to choose from: A mixed-methods study on consumer response to market homogeneity in China's electric vehicle sector

Rapid electrification has positioned electric vehicles (EVs) as central to global decarbonisation strategies, with China at the forefront of this transition. However, China's EV market has become highly homogeneous with competing EV firms offering similar products, thereby fuelling consumers' perception of brand parity—the notion that all major offerings in a product category are alike. Adopting a sequential mixed-methods design, this research investigates which EV attributes consumers regard as homogeneous, how these attributes shape overall brand parity perception and how such perception subsequently influences consumer attitudes and behaviours. The qualitative phase combines thematic analysis of media articles with a supplementary open-ended consumer survey, identifying and validating six dimensions of EV attribute similarity: hardware, software, exterior design, interior design, customer service and communication. Engaging the stimulus–organism–response theory, the quantitative phase assesses how perceived attribute similarities drive brand parity and subsequent attitudinal and behavioural outcomes. The findings reveal that both the drivers of brand parity perception and the consequences of this perception vary substantially between EV owners and non-owners, as well as among consumers who possess differing levels of personal innovativeness. Our findings provide practical implications for both EV firms and policymakers tackling market homogeneity and brand parity.