Electric Vehicle Adoption and Sustainability in the Urban City: A Technology Acceptance Model Analysis

This study aims to operationalize the theory of Technology Acceptance Model (TAM) with self- image motives as symbolic meaning for Electric Vehicle (EVs) adoption. EVs in urban city like Jakarta is expected to grow in near future, the vehicle contributes to the reduction of air pollution and greenhouse. Unlike the conventional, EVs has emerged as sustainable transportation one. However, switching mode speed of consumer mobility and the acceptance of new technology is still undefinable and required to explore deeply on the potential buyer segments of EVs based on integrative approach of ‘perceived benefits-attitude-intention’. This research applied the theory of TAM to construct the model of EVs adoption. The mediating role of pro-environmental motives and pro-innovative motives are examined. Data collected with online survey through structured questionnaire and obtained quantitative data. The model was empirically tested by structural equation modelling (SEM) PLS 3.0. The findings confirm that the consumer intention to adopt EVs were significant and positively effects the attitude. They are two distinct sets of consumer motives toward EVs adoption both are pro-environmentalist and pro-innovativeness. This study provides new grounding for the existing EVs literature. The implications are recommended, which may offer deeper insight for policymaker and prominent scholars to encourage EVs adoption and direct the future research for global urban city.