Intention to adopt electric motorcycles in developing markets: Examining the role of image, motivators and barriers through the behavioral reasoning theory framework

Abstract

Carbon emissions from fuel-based motorcycles are compromising the sustainability of transport systems in low- and middle-income countries. To address this issue, the decarbonization of the transportation sector through the adoption of electric motorcycles (EMs) has attracted growing attention from both practitioners and academics. However, existing research on EM adoption intentions has predominantly focused on the factors facilitating adoption, with limited inquiries into both the reasons for and against EM adoption. This study applies Behavioral Reasoning Theory (BRT) to examine the role of EM image in shaping consumers’ attitudes and intentions toward EM adoption. It also investigates how consumers’ reasons for and against adopting EMs mediate the relationships between EM image and these attitudes and intentions. Data were collected from 762 residents without EM ownership across two major cities in Vietnam. Partial least squares structural equation modeling was employed to analyze the relationships between variables. The findings revealed that EM image positively influences reasons for, reasons against, and attitudes toward EM adoption. Reasons for EM adoption are positively associated with both attitudes and intentions to adopt EMs, whereas reasons against EM adoption negatively impact intentions and show a non-significant effect on attitudes. Additionally, the study confirmed the positive relationship between attitudes and intentions to adopt EMs. These results advance the existing literature on EM adoption by highlighting the predictive roles of EM image and behavioral reasoning in shaping consumers’ attitudes and intentions toward adopting EMs.