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New energy vehicles had been recognized as a sustainable alternative to lower gasoline consumption and emissions in the transportation sector. To cope with the green environment policy, a spectrum of government policies had been introduced to inspire the production and penetration of new energy vehicles (NEV). This study aimed to identify the factors influencing the purchase intention of new energy vehicles by modifying the theory of planned behavior (TPB) through the market and customer attitude and perception. The purpose of this study was to analyze the concept and characteristics of new energy vehicle purchase intention in Sichuan; explore the influencing factors of perceived behavioral control and subjective norm relating to purchase intention on NEV in Sichuan, and suggest the improvement of NEV's production and sales strategy based on the market trends and TPB theory. Four hundred forty-three completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that influencing factors of perceived behavior and subjective norms impacted consumer purchase intention through TPB Theory. Further suggestions were created to improve the perception of car buyers in having purchase intention of NEV for better environmental concerns.