Riding Green: Electric Two-Wheeler Purchase Intention Based on the Extended Theory of Planned Behaviour

Abstract

The transition to sustainable mobility has become a global priority as nations seek effective solutions to address climate change, environmental degradation, and rising energy demand. Among emerging transportation alternatives, electric vehicles, particularly electric two-wheelers (ETWs), have gained considerable attention for their potential to support environmentally sustainable urban mobility, especially in developing economies such as India. This study examines the behavioural, attitudinal, and psychological determinants of ETW purchase intention among young and educated consumers in Kerala, who represent a strategically important segment for the diffusion of sustainable transportation technologies. Data were collected from 585 university students enrolled at the University of Kerala, Mahatma Gandhi University, and the University of Calicut. SPSS (Version 25) and PLS-SEM were used to analyze the data. The findings indicate that Attitude, Perceived Behavioural Control, Environmental Concern, Subjective Norm, and Green Trust each exert a positive and statistically significant influence on ETW purchase intention, with Perceived Behavioural Control emerging as the strongest predictor. The results suggest that although young consumers demonstrate substantial environmental awareness and favourable attitudes toward sustainable mobility, their perceived ability to access, afford, and effectively use ETWs plays a pivotal role in transforming positive perceptions into purchase intention. By providing empirical evidence on the key drivers of ETWs adoption among Kerala’s future consumer base, this study contributes to the growing literature on sustainable transportation and offers practical implications for policymakers, manufacturers, and other stakeholders seeking to accelerate the adoption of clean, accessible, and consumer-driven mobility solutions.

Keywords: Electric Two-Wheeler; Environmental Concern; Extended Theory of Planned Behaviour; Green Trust; Purchase Intention; SEM; Theory of Planned Behaviour