Utilizing extended theory of planned behavior to evaluate consumers’ adoption intention of electric vehicles

The growing apprehension regarding environmental issues is driving global economies to adopt alternative fuel technology to mitigate the release of greenhouse gases from vehicles. Electric vehicles (EVs) provide a practical and eco-friendly solution that can help transition to a sustainable transportation system with minimal emissions, therefore conserving the environment. This study employed the theory of planned behavior (TPB) and incorporated additional factors such as price value, moral norms, and policy incentives (monetary and non-monetary) to examine consumers' intention to adopt EVs. A survey was administered to prospective consumers in March 2023 in Texas and a total of 743 responses were collected. The analysis results revealed that attitudes, perceived behavior control, subjective norms, moral norms, price value, and monetary incentives positively and significantly influenced consumers' intentions to adopt EVs; however, it was also revealed that non-monetary incentives do not have a significant effect on consumers’ propensity to adopt EVs. Furthermore, the research findings from the moderation analysis indicate noteworthy differences in demographic factors along the consumer adoption intention.