Extending the theory of planned behavior to explore the intent to use electric motorcycles in Da Nang

The continuous increase in the demand for personal vehicles, particularly fossil-fuel-powered two-wheeler, has become one of the main causes of air pollution. However, in recent years, electric motorcycle have gradually attracted consumer attention. Researching consumer intentions to use electric motorcycle plays a crucial role in understanding their needs, thereby proposing more effective measures to encourage the use of electric motorcycle in the future to reduce emissions contributing to environmental pollution. To achieve this, it is essential to analyze in depth the factors influencing the intention to use electric motorcycle. This study is based on an extended Theory of Planned Behavior (TPB) model, aiming to examine and evaluate the impact of perceived value and perceived cost on the behavior of using electric motorcycle. The PLS-SEM model was tested with data collected from 286 non-users of electric motorcycle in Da Nang City, Vietnam. Based on these analyses and findings, the study can help support the Government and manufacturers in devising specific solutions and comprehensive strategies to shift mindsets and attract consumers toward the intention to use electric motorcycle.