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As the rising international oil prices continued, it caused the concern of Chengdu auto owners in considering the energy-saving elements from the perspective of subjective norms, perceived value, and ease of use of new energy vehicles. The three influencing factors in purchasing intention of a new energy vehicle, interpersonal influence, external influence, cognition, perceived risk, subsidy policy, and supporting policies, would also be essential for vehicle sales decisions. The purpose of this study was to explore the significant difference in purchase intention of NEV for Chengdu consumers among different demographic variable groups in gender, age, education, and monthly disposable income under fluctuating oil prices; to examine the influencing mechanism of the Chengdu residents’ NEV purchase intention based on subjective norm, perceived value, and perceived ease of use, and; to suggest feasible suggestions on NEV sales strategies through individual consumer behavior and buying attitude in Chengdu. Four hundred completed questionnaires of Sichuan citizens were collected through the online WeChat platform by random sampling in December 2022. The results showed that most auto owners’ subjective norms, perceived value, and perceived ease of use significantly impact the purchase decision of a new energy vehicle. Other influencing dimensions affecting auto owners’ perceived value and usage showed positive results of vehicle ownership, respectively.