Integrating Diffusion of Innovations and Theory of Planned Behavior to Predict Intention to Adopt Electric Vehicles in Rwanda

Abstract

Purpose: Integration of the theory of planned behaviour and the Diffusion of innovations (DOI) theory to examine EVs low adoption intention in Rwanda. Methodology: The research model involved the integration of the Theory of planned behaviour and the Diffusion of innovation. To build the conceptual framework, over 50 articles were collected from Google scholar and summarised using meta-analysis. Two hundred and twenty participants were surveyed in person using a questionnaire, with each construct having at least three questions to run the Partial least squares (PLS) Structural Equation Modelling (SEM).  Data were analysed using SmartPLS 4.0. Findings: The study found that two factors of the Theory of planned behaviour TPB- attitudes and perceived behavioural control- positively impact EVs adoption intention while subjective norm does not. Three factors of diffusion of innovation (DOI)- trialability, compatibility, and observability- positively impact attitude towards EV adoption. Unique Contribution to Theory, Practice and Policy: Findings from the research explain the low adoption of electric vehicles in Rwanda. They can serve as an objective basis for policymakers to upscale EV uptake in Rwanda and brings to perspective the context of Rwanda on factors of EV adoption.