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Internal combustion engine vehicles would have been considered an essential source of urban air pollution. To reduce toxic emissions and reliance on fossil fuels, governments and the auto industry began promoting the adoption of electric vehicles in the past few years. This study aimed to improve the current understanding of the factors influencing customers' intention to adopt electric vehicles. Based on the theory of perceived value and rational action, this study proposed a behavioral model based on new energy vehicle perceived value, product popularity, and perceived risk to understand their impact on customers' attitudes toward NEV choices as purchases. The purpose of this study was to explore the significant difference in NEV purchase intention among different demographic variable groups of gender, age, and income in Ningxia, to evaluate the NEV marketing strategy's influence on Ningxia users' purchase intention, and to put forward feasible suggestions on providing better NEV marketing promotions on NEV sales in Ningxia. Four hundred and five persons completed questionnaires of Ningxia consumers through the online WeChat platform by random sampling in July 2022. The results showed that all influencing factors of perceived value, product favorite, and perceived risk significantly impacted purchase intention through appropriate marketing strategies. Further suggestions were made to enhance the purchase intention by connecting with environmental concerns.