Exploring Consumers' Intention to Adopt Sustainable Electric Vehicles

Abstract

Purpose: The study investigates the key factors that impact the consumers' intention to adopt electric vehicles by applying a modified Technology Acceptance Model. Design/methodology/approach: The study employed Structural Equation Modeling using data from 420 valid responses collected through a structured questionnaire. This questionnaire targeted electric vehicle users in Bangkok and the metropolitan region of Thailand with at least six months of usage experience. Findings: The study reveals that perceived ease of use positively impacts perceived usefulness, which in turn drives attitudes toward electric vehicles. Both perceived ease of use and perceived usefulness enhance positive attitudes, which further strengthen the intention to use electric vehicles. Perceived price and perceived safety directly increase the intention to use. A strong intention to use is directly linked to actual electric vehicle usage. Research limitations/implications: The study provides valuable insights for policymakers and businesses, recommending targeted policies, improved infrastructure, and tailored marketing strategies to enhance consumer confidence and convenience, ultimately accelerating electric vehicle adoption. However, the study employed cross-sectional data and did not thoroughly examine the impact of demographic and geographical factors on consumer intentions, highlighting opportunities for future research and deeper insights. Originality/value: The study applies the modified Technology Acceptance Model to a growing market segment, focuses on experienced electric vehicle users, and takes a thorough approach to understanding and encouraging electric vehicle adoption, contributing to global sustainability efforts.