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New Energy Vehicles (NEVs) exert great potential in reducing carbon emissions, improving air quality and reducing the dependence on petroleum products, and are also essential in realizing the social transformation toward a low-carbon society. Since public are the principal users and stakeholders of NEVs, it's vital to understand their acceptance of NEVs and discuss the influencing factors of public acceptance, so as to promote the development of NEVs. Based on the survey data of Gansu Province, this paper analyzes the public perception and acceptance of NEVs in underdeveloped regions, and explores main factors affecting their acceptance by adopting Structural Equation Model. The results show that the public acceptance of NEVs is relatively higher, with only 51.99% residents are willing to accept NEVs. And there are differences of public acceptance of NEVs among different groups. The acceptance of females, young and less educated public are relatively higher, decreases with aging and increases with education attainment. Perceived risk and perceived cost are significantly negative correlated with public acceptance of NEVs, while subjective norm and the quality of NEVs positively correlated with public acceptance. In addition, support policy is significantly positively correlated with perceived cost while perceived cost is positively corelated with perceived risk. Finally, this paper proposes countermeasures and suggestions on improving the public acceptance of NEVs in underdeveloped regions. • We conducted the NEVs acceptance of 1356 residents in Chinese underdeveloped regions. • 51.99% of the public in underdeveloped regions of China were willing to accept NEVs. • Perceived risk, perceived cost, and NEVs' quality are the key influencing factors. • Support policy, knowledge have significant indirect impact on acceptance of NEVs. • Enhancing subsidies and supporting facilities were effective ways. [ABSTRACT FROM AUTHOR]