As global concern about environmental issues increases, new energy vehicles (NEVs) are considered a key factor in reducing carbon emissions. However, among the factors influencing consumer adoption of NEVs, value orientation is an important driver of attitudes and behaviors. This study takes Xi'an as an example to address this gap by incorporating value orientation factors into a structural equation model to re-examine how egoistic (EV) and altruistic values (AV) affect attitudes toward purchasing NEVs and their impact on support for local government policies (SIG) and offer practical insights for policymakers and marketers using a combined PLS-SEM and NCA (necessary condition analysis) method. The results show that EV/AV positively predict attitude toward policy (ATP) and perceived consumer effectiveness (PCE) but not direct attitude (ATT); PCE drives ATT, which in turn boosts SIG. Education moderates the EV/AV-ATP link, and NCA identifies AV, ATP, PCE, and ATT as critical necessary conditions for SIG (EV non-necessary). Additionally, by integrating TPB and value theory, this research contributes to the literature by addressing key gaps in how value orientations, particularly among the young generation, shape NEV adoption behaviors. In conclusion, this study highlights the important role of value orientations in shaping perceptions of NEV policies and offers marketing insights to promote NEVs.