Towards Sustainable Transport in the Moroccan Context: The Key Determinants of Electric Cars Adoption Intention

Abstract

In recent years, many countries have actively promoted sustainable mobility as part of their efforts to decarbonize transportation through automotive electrification. Therefore, identifying the factors that influence individuals’ interest in using electric cars (ECs) is crucial for guiding public opinion toward choosing this sustainable mode of transportation. Consequently, the present study mobilized the theory of planned behavior and the technology acceptance model to interpret the various factors influencing the intention to adopt ECs in a developing country. Following the developed model, data were collected from individuals using cars in Morocco through an online questionnaire. Data analysis using structural equation modeling revealed a positive influence of relative advantage on both the perceived ease of use and green perceived usefulness. Furthermore, the perceived ease of use, green perceived usefulness, environmental concern, and social influence positively affected attitudes toward using ECs. Similarly, these results confirmed that green perceived usefulness and individual attitudes positively enhance ECs adoption intention. These findings contribute to the literature related to ECs adoption and offer guidance to policymakers on promoting ECs adoption in developing countries.