To reduce energy consumption and environmental pollution, the Chinese government is strongly promoting the use of electric vehicles (EVs). Kunming, as one of the most promising cities for EV development in China, plays an important leading role in the promotion of EVs. Based on the Theory of Planned Behaviour (TPB), this study aims to identify the factors that influence the willingness to pay (WTP) for EVs for Chinese citizens. These factors include consumers' environmental awareness, consumers' technological awareness, attitudes, subjective norms. This study employs the questionnaire method to survey 400 consumers in Kunming. Understanding the factors that influence consumers' willingness to purchase electric vehicles can inform policymakers on effective strategies to encourage the adoption of EVs in Kunming, with potential economic and social benefits