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

Abstract

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.