Exploring Students' Intentions to Adopt Electric Motorbikes: An Extended Theory of Planned Behavior model approach in Ho Chi Minh City, Vietnam

Abstract

Vehicle-related pollution has long been a global concern, significantly impacting the sustainability and functionality of urban environments. Addressing these challenges, transitioning from conventional vehicles to renewable energy-powered alternatives is regarded as a viable solution. Electric vehicles, particularly electric motorbikes (EMs), play a crucial role in reducing environmental pollution and promoting sustainable urban mobility. This study investigates the elements influencing students' intentions to adopt electric motorbikes in Ho Chi Minh City (HCMC), Vietnam, a demographic poised to play a critical role as future motorbike owners. Applying an extended Theory of Planned Behavior (TPB) model, this research incorporates additional dimensions of Environmental Concern and Public Campaign to provide a comprehensive insight into behavioral intentions. With a sample size of 416 students from HCMC, data was analyzed by SmartPLS 3.0 software. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to assess students' EMs usage intention. The model reveals significant positive influences on students' EMs usage intention, the strongest influence is Public Campaign (β5 = 0.344), followed by Attitude (β1 = 0.193), Subjective norm (β2 = 0.158), Environmental concern (β4 = 0.147), and Perceived behavior control (β3 = 0.132). This preliminary study not only establishes a foundation for future research but also provides essential references and insights into the theoretical frameworks influencing students' vehicle choices. This enhanced understanding is vital for designing targeted interventions and formulating policies that encourage students to adopt sustainable vehicle options, thereby fostering sustainable urban mobility solutions. Similarly, manufacturers can develop marketing strategies that align with the values and concerns of young consumers, accelerating the adoption of sustainable transportation in urban areas.