Factors influencing young consumers’ purchase intention toward electric two-wheelers as a pathway to sustainable urban mobility in Ho Chi Minh City, Vietnam: The mediating role of attitude under TAM
Tri Cao Le 1 * , Huong Thi Minh Luong 1
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1 Faculty of Business Administration, Industrial University of Ho Chi Minh City, VIETNAM* Corresponding Author

Abstract

Rapid urbanization in developing cities has intensified transportation-related environmental challenges, highlighting the urgent need for sustainable mobility solutions. Electric two-wheelers have emerged as a promising low-carbon alternative for urban transportation, particularly in Southeast Asian cities where motorcycles dominate daily mobility. This study investigates the factors influencing young consumers’ purchase intention toward electric two-wheelers in Ho Chi Minh City, Vietnam, with a particular focus on the mediating role of attitude. Drawing on the Technology Acceptance Model and the Theory of Planned Behavior, the research examines the effects of government support, perceived usefulness, perceived ease of use, environmental concern, and social influence on consumer attitudes and purchase intention. A quantitative research design was employed, and data were collected from 346 valid respondents from Generation Z and Generation Y through both online and face-to-face surveys in Ho Chi Minh City. The data were analyzed using SPSS 20.0 and SmartPLS 3 through Partial Least Squares Structural Equation Modeling. The results indicate that technological perceptions, environmental awareness, social influence, and government support significantly shape consumers’ attitudes toward electric two-wheelers, which in turn strongly influence purchase intention. Attitude also plays a mediating role in transforming policy support, technological perceptions, and environmental concern into sustainable consumption behavior. These findings provide practical implications for policymakers and businesses in promoting green mobility and accelerating the adoption of electric transportation. The study contributes to the literature by extending the Technology Acceptance Model through the integration of sustainability-oriented and policy-related determinants, thereby offering a more comprehensive framework for explaining electric mobility adoption among young consumers in emerging urban contexts.
Keywords: TAM model, attitude, purchase intention, electric vehicle, electric two wheelers

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EUR J SUSTAIN DEV RES, Volume 10, Issue 4, 2026, Article No: em0424

https://doi.org/10.29333/ejosdr/18938

Publication date: 01 Oct 2026

Online publication date: 07 Jul 2026

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