FROM GREEN MOTIVATION TO SAFETY CONSIDERATIONS: ANALYZING FIRE RISK PERCEPTIONS AND CHARGING INFRASTRUCTURE IN ELECTRIC MOTORBIKE ADOPTION

Abstract

Air pollution caused by gasoline-powered motorcycles in Vietnam's urban areas has become a pressing environmental concern, making the transition to green transportation increasingly important. This study investigates the factors influencing consumers’ purchase intention toward electric motorbikes in Vietnam during the 2025-2030 period. Addressing the limited research on electric two-wheelers in Southeast Asia, where motorcycles remain the dominant mode of transport, the study integrates the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM). In addition to traditional determinants such as attitude, subjective norms, and perceived behavioral control, the research incorporates contemporary factors including environmental awareness, perceived safety risk, government incentives, key opinion leader (KOL) influence, and charging infrastructure perceptions. A quantitative approach was employed using a structured questionnaire with a five-point Likert scale, and the data were analyzed using structural equation modeling (SEM). The findings reveal that attitude, perceived behavioral control, and KOL influence significantly enhance consumers’ intention to adopt electric motorbikes, whereas perceived safety risk acts as a significant barrier. In contrast, environmental awareness and government incentives do not demonstrate statistically significant effects in the proposed model. The effect of charging infrastructure could not be tested because the construct did not meet the required measurement reliability and validity criteria. These results suggest that practical considerations, personal control, and safety concerns currently play a more influential role than environmental or policy-related motivations in shaping adoption intentions. By focusing on the Vietnamese context, this study contributes to the growing literature on sustainable transportation and provides practical implications for policymakers and manufacturers seeking to accelerate the adoption of electric motorbikes and promote a more sustainable mobility ecosystem.