Abstract:Hainan Province plans to ban the sale of fuel vehicles before 2030 and peak carbon dioxide emissions. Replacing fuel vehicles with electric vehicles is the only way. Consumers' willingness to buy electric vehicles will directly affect its process. In order to explore the purchase intention of electric vehicles in Hainan Province, using NVivo to sort out the questionnaire and interview information, based on the grounded theory, three core categories with negative impact on the purchase intention is summarized : safety concern, mileage anxiety and cost pressure, and a core category with positive incentive effect. The mechanism of the impact of core categories on purchase intention is analyzed , and corresponding suggestions or improvement objectives for automobile enterprises, government and third-party forces according to the impact mechanism are put forward.