Find out the "greening" trend through factors affecting people's intention to buy electric motorcycles: a case in Ho Chi Minh City

Abstract

The issue of environmental pollution is attracting more and more attention and there are many alternative energy sources being developed, and environmentally friendly vehicles are also receiving much attention from the market. The authors chose the topic "Find out the "greening" trend through factors affecting people's intention to buy electric motorcycles: A case in Ho Chi Minh City.'' due to businesses need to understand consumer tastes and what influences customers' intentions. The topic also addresses some of the criteria of Sustainable Development Goals (SDG). The study investigates factors influencing the adoption of electric motorcycles, a potential solution for reducing reliance on fossil fuels and promoting clean energy aiming at SDG 7 (Affordable and Clean Energy). By online survey of 191 Ho Chi Minh citizens, combined with the use of SEM model (Structural Equation Modeling). The authors propose 5 independent variables which are Perceived behavioral control, Perceived risks, Perceived quality, Environmental concern, Subjective norm, and 1 intermediate variable - Attitude that has an impact on purchase intention. The study consists 8 hypotheses, of which 6 are accepted: Subjective norms positively affect Purchase intention, Subjective positive norms affect attitude with the highest path coefficient 0.311, Perceived behavioral control positively affects Attitude, Attitude has a positive effect on Purchase intention, Perceived risk negatively affects Purchase intention, Environmental concern positively affects intention to buy electric motorcycles with the lowest path coefficient 0.013; 2 hypotheses are rejected: Perceived behavioral control positively affects Purchase intention, Perceived quality has a positive influence on the intention to buy electric motorcycles. The authors will assist with some recommendations to increase the intention to purchase electric motorcycles for people living and working in Ho Chi Minh City. Increased adoption of electric motorbikes could lead to reduced air pollution and noise levels, contributing to healthier and more sustainable cities aiming to achieve SDG 11 (Sustainable Cities and Communities).