Unpacking Behavioural Determinants as Predictors of Electric Two-Wheeler Purchase Intention for Sustainable Mobility Choices

With an inclination of sustainability people are thinking towards electrifying transportation result to which peoples’ interest sustainable mobility is increasing day by day. This leads tremendous increase in buying and using electric vehicles in their day to day life. As a results potential markets of electric two wheelers are emerging. As in automobile sector in India hold significant potential in markets where two-wheelers dominate personal transportation Electric two wheeler is evidented as preferred in other countries but In India scenario is not the same. Despite strong policy support and technological advancements, adoption rates remain below expectations, indicating the need to understand the Behavioural determinants influencing consumer purchase intention. This study investigates the role of key behavioural constructs—environmental concern, attitude toward electric two-wheelers, subjective norms, perceived behavioural control, and self-identity—in predicting purchase intention, while also examining the mediating influence of demographic factors.
A quantitative-Descriptive research design was adopted using data collected from 166 potential electric two-wheeler buyers across Gujarat, India. Reliability analysis demonstrated excellent internal consistency. Exploratory Factor Analysis confirmed construct validity, with five distinct factors explaining 75.98% of total variance.
The findings reveal that attitude toward electric two-wheelers is the strongest predictor of purchase intention, followed by environmental concern and perceived behavioural control even though peoples’ perception starts from sustainability more environment concern comes at later stage. Subjective norms and self-identity also show significant positive influence. Demographic variables such as income and education partially strengthen specific psychological relationships, indicating segment-based differences in adoption behaviour.
The study contributes to explore and define behavioural and identity based constructs to find its role in purchase intention and electric two-wheeler adoption. The findings provides actionable insight to bridge the gap through designing proper marketing strategy. Also it will be helpful to manufacturers and policy makers to quickening the transportation mobility towards sustainability.

Electric two-wheelers, Purchase intention, Environmental concern, Theory of Planned Behavior, Self-identity, Sustainable mobility, Consumer behaviour.

1. Adnan, N., Nordin, S. M., Rahman, I., & Rasli, A. M. (2017). A new era of sustainable transport: An experimental examination on forecasting adoption behavior of EVs among Malaysian consumer. Transportation Research Part A: Policy and Practice, 103, 279–295. [Google Scholar] [Crossref]

2. https://doi.org/10.1016/j.tra.2017.06.010 [Google Scholar] [Crossref]

3. Asadi, S., Nilashi, M., Samad, S., Abdullah, R., Mahmoud, M., Alkinani, M. H., & Yadegaridehkordi, E. (2021). Factors impacting consumers’ intention toward adoption of electric vehicles in Malaysia. Journal of Cleaner Production, 282, 124474. https://doi.org/10.1016/j.jclepro.2020.124474 [Google Scholar] [Crossref]

4. Barbarossa, C., & Pelsmacker, P. (2016). Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers. Journal of Business Ethics, 134(2), 229–247. [Google Scholar] [Crossref]

5. College of Business, University Utara, Malaysia, Altaf, S. N., & Hashim, N. A. (2016). KEY FACTORS INFLUENCING PURCHASE INTENTIONS TOWARDS AUTOMOBILES IN PAKISTAN. Paradigms, 10(1), 14–22. https://doi.org/10.24312/paradigms100102 [Google Scholar] [Crossref]

6. Deka, C., Dutta, M. K., Yazdanpanah, M., & Komendantova, N. (2023a). Can gain motivation induce Indians to adopt electric vehicles? Application of an extended theory of Planned Behavior to map EV adoption intention. Energy Policy, 182, 113724. https://doi.org/10.1016/j.enpol.2023.113724 [Google Scholar] [Crossref]

7. Deka, C., Dutta, M. K., Yazdanpanah, M., & Komendantova, N. (2023b). Can gain motivation induce Indians to adopt electric vehicles? Application of an extended theory of Planned Behavior to map EV adoption intention. Energy Policy, 182, 113724. https://doi.org/10.1016/j.enpol.2023.113724 [Google Scholar] [Crossref]

8. Dunlap, R., & Jones, R. (2002). Environmental Concern: Conceptual and Measurement Issues. 484–524. [Google Scholar] [Crossref]

9. Egbue, O., & Long, S. (2012). Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions. Energy Policy, Special Section: Frontiers of Sustainability, 48, 717–729. https://doi.org/10.1016/j.enpol.2012.06.009 [Google Scholar] [Crossref]

10. Guo, Q., & You, W. (2023). Research on psychological attributions and intervention strategies of new energy hybrid vehicle purchase behavior. Scientific Reports, 13(1), Article 1. [Google Scholar] [Crossref]

11. https://doi.org/10.1038/s41598-023-35949-0 [Google Scholar] [Crossref]

12. Jansson, J., Annika, N., & Westin, K. (2017). Examining drivers of sustainable consumption: The influence of norms and opinion leadership on electric vehicle adoption in Sweden. Journal of Cleaner Production, 154. https://doi.org/10.1016/j.jclepro.2017.03.186 [Google Scholar] [Crossref]

13. Jayasingh, S., Girija, T., & Arunkumar, S. (2021). Factors Influencing Consumers’ Purchase Intention towards Electric Two-Wheelers. Sustainability, 13(22), Article 22. https://doi.org/10.3390/su132212851 [Google Scholar] [Crossref]

14. K .V, S., Michael, L., Hungund, S., & Fernandes, M. (2022). Factors influencing adoption of electric vehicles – A case in India. Cogent Engineering, 9. https://doi.org/10.1080/23311916.2022.2085375 [Google Scholar] [Crossref]

15. Mohamed, M., Higgins, C., Ferguson, M., & Kanaroglou, P. (2016). Identifying and characterizing potential electric vehicle adopters in Canada: A two-stage modelling approach. Transport Policy, 52, 100–112. https://doi.org/10.1016/j.tranpol.2016.07.006 [Google Scholar] [Crossref]

16. Moons, I., & De Pelsmacker, P. (2015). An Extended Decomposed Theory of Planned Behaviour to Predict the Usage Intention of the Electric Car: A Multi-Group Comparison. Sustainability, 7(5), Article 5. https://doi.org/10.3390/su7056212 [Google Scholar] [Crossref]

17. Navalgund, N., & Nulkar, G. (2020). Factors influencing purchase intention towards E-vehicles among the Potential Indian consumers-A study on Karnataka region. [Google Scholar] [Crossref]

18. https://doi.org/10.13140/RG.2.2.28103.11686 [Google Scholar] [Crossref]

19. Rezvani, Z., Jansson, J., & Bodin, J. (2015a). Advances in consumer electric vehicle adoption research: A review and research agenda. Transportation Research Part D: Transport and Environment, 34, 122–136. https://doi.org/10.1016/j.trd.2014.10.010 [Google Scholar] [Crossref]

20. Rezvani, Z., Jansson, J., & Bodin, J. (2015b). Advances in consumer electric vehicle adoption research: A review and research agenda. Transportation Research Part D: Transport and Environment, 34, 122–136. https://doi.org/10.1016/j.trd.2014.10.010 [Google Scholar] [Crossref]

21. Sparks, P., & Shepherd, R. (1992). Self-Identity and the Theory of Planned Behavior: Assesing the Role of Identification with “Green Consumerism.” Social Psychology Quarterly, 55(4), 388–399. [Google Scholar] [Crossref]

22. https://doi.org/10.2307/2786955 [Google Scholar] [Crossref]

23. Tu, J.-C., & Yang, C. (2019). Key Factors Influencing Consumers’ Purchase of Electric Vehicles. Sustainability, 11(14), Article 14. https://doi.org/10.3390/su11143863 [Google Scholar] [Crossref]

24. van Heuveln, K., Ghotge, R., Annema, J. A., van Bergen, E., van Wee, B., & Pesch, U. (2021). Factors influencing consumer acceptance of vehicle-to-grid by electric vehicle drivers in the Netherlands. Travel Behaviour and Society, 24, 34–45. https://doi.org/10.1016/j.tbs.2020.12.008 [Google Scholar] [Crossref]

25. Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology - J ENVIRON PSYCHOL, 30, 305–314. [Google Scholar] [Crossref]

26. https://doi.org/10.1016/j.jenvp.2010.01.003 [Google Scholar] [Crossref]

27. Yeğin, T., & Ikram, M. (2022). Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior. Sustainability, 14(19), Article 19. [Google Scholar] [Crossref]

28. https://doi.org/10.3390/su141912091 [Google Scholar] [Crossref]

29. Yin, Y.-R., Li, Y., & Zhang, Y. (2022). Influencing factor analysis of household electric vehicle purchase intention of HaiNan Free Trade Port under the background of low-carbon lifestyle. Energy Reports, The 2022 International Symposium on New Energy Technology Innovation and Low Carbon Development, 8, 569–579. https://doi.org/10.1016/j.egyr.2022.05.125 [Google Scholar] [Crossref]

30. Zhao, H., Furuoka, F., & Rasiah, R. (2024). The Influence of Psychological Factors on Consumer Purchase Intention for Electric Vehicles: Case Study from China: Integrating the Necessary Condition Analysis Methodology from the Perspective of Self-Determination Theory. World Electric Vehicle Journal, 15(8), Article 8. https://doi.org/10.3390/wevj15080331 [Google Scholar] [Crossref]

• The Indirect Effect of Liquidity and Activity on Company Value with Profitability as an Intervening Variable
• Effect of Financial Skills, Knowledge, and Attitude on The Financial Behaviour of Clergy
• A Decade of Review: Trends in Budget Execution and Financial Performance of Development Projects in Tanzania (2014/15-2023/24)
• The Influence of Pre-Project Planning on the Budget Absorption Rate of Public Funded Infrastructure Projects in Kenya a Comparative Case Study of Narok, Migori, and Kisii County Government Projects
• Assessment of Factors Influencing Digital Transformation in Hotels’ Facility Management in Abuja Metropolis, Nigeria