Examining the Factors Influencing the Intention to Use Electric Bikes by Young Adults: Using Extended Theory of Planned Behavior Model

Abstract

The study aims to examine the factors impelling young adults’ intention to use electric bikes (EB) to promote sustainable transportation in India. In this research, the theory of planned behavior (TPB) model is extended with environmental knowledge (EKL), environmental concern (ECN), and government policy support (GPS) to understand the intention to use (ITU) of young adults on electric bikes. Using a stratified random sampling technique, the survey was conducted among 354 electric bike users across major cities from Tamil Nadu, India. The PLS-SEM was used to analyze the conceptual model of the research. The findings of the research support that ECN, EKL, and GPS have a significant positive direct influence on young adults’ attitude (ATT) and an indirect effect on the intention to use (ITU) e-bikes. Among the three mediating variables, ATT and SJN mediate the relationship between ECN, EKL, and GPS on ATT and ITU of e-bikes. The study offered insightful recommendations to broaden the scope of research on electric bike sellers and manufacturers to plan sales and marketing strategies, for the government to make policy decisions, and ultimately to increase consumer interest in sustainable transportation.