Toward sustainable development: Electric two-wheeler adoption in emerging markets

Abstract

Many countries have introduced environmentally friendly transportation solutions to reduce the health and environmental impacts of road-vehicle greenhouse gas emissions. This study examines consumers' intentions to purchase electric two-wheelers in motorcycle-dominant India, Thailand, and Vietnam. Participants were recruited from Delhi, Bangkok, and Ho Chi Minh City and completed a survey-based questionnaire. This study utilized Smart PLS software for PLS-SEM analysis, employing a two-step approach to evaluate the measurement and structural models, confirming that gain, normative, and hedonic motivations positively impact purchase intention for electric two-wheelers. Environmental advertising and distribution intensity enhance these motivations and technological understanding further strengthens them. However, financial incentives do not significantly affect purchase intentions in the studied countries. The study focuses on behavioral intentions rather than actual adoption, and the findings may not be universally applicable. Future studies should use larger samples and diverse analytical methods. Effective consumer education and targeted advertising, while considering motivation and market segmentation, are crucial for boosting adoption beyond financial incentives. This study integrates goal-framing theory, the motivation–opportunity–ability framework, and the stimulus-organism-response model to explore purchase intentions for electric two-wheelers in motorcycle-dominant regions, offering valuable insights for policymakers and manufacturers.