Abstract: The rapid adoption of new energy vehicles (NEVs) hinges on resolving consumer cognitive dissonance between environmental aspirations and practical barriers. This study investigates how Tesla and BYD transform dissonance into brand loyalty by leveraging environmental identity and mitigating range anxiety. Through a mixed-method approach—analyzing consumer surveys (n=1,200) and corporate strategy documents—we identify distinct pathways: Tesla’s premium branding converts eco-consciousness into status symbolism, while BYD’s "Dynasty Series" cultural narratives reframe affordability as patriotic sustainability. Our findings reveal that range anxiety reduction (via supercharging networks or blade battery technology) mediates environmental identity’s impact on trust by 37%. Crucially, Tesla’s direct customer control model amplifies experiential assurance, whereas BYD’s dealer partnerships enhance accessibility but dilute messaging coherence. The research proposes a Dissonance-to-Loyalty (D2L) Framework, demonstrating that targeted anxiety mitigation can increase repurchase intent by 24% for premium segments and 31% for mass markets. These insights optimize NEV marketing for divergent consumer psychographics amid subsidy reductions.
Keywords: Cognitive Dissonance, Brand Loyalty, Environmental Identity, Range Anxiety Mitigation, Comparative Marketing Strategy.
Title: Cognitive Dissonance to Brand Loyalty: Optimizing NEV Marketing Through Environmental Identity and Range Anxiety Mitigation – A Tesla-BYD Comparative Analysis
Author: Chen Shuai, Nikko Jayson P. Go
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 3, July 2025 - September 2025
Page No: 124-129
Research Publish Journals
Website: www.researchpublish.com
Published Date: 15-July-2025
