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<p>In the context of sustainable transportation transformation in emerging economies, understanding the drivers of consumer behavior toward electric vehicle (EV) services is particularly important. This study aims to analyze the psychosocial factors influencing the intention to use and the willingness to pay (WTP) for EV services in Vietnam, using an extension of the Theory of Planned Behavior (TPB). The research model extends the Theory of Planned Behavior by incorporating perceived risk, environmental concern, and personal norms to clarify the mechanism of transition from psychological motivation to financial commitment. Data were collected through a quantitative survey of 324 consumers in Vietnam and analyzed using PLS-SEM. The results show that attitudes and perceived behavioral controls are the strongest predictors of EV service use intentions, while perceived risk has a significant negative impact. Notably, environmental concerns and personal norms did not significantly affect intention but directly and positively impacted willingness to pay. Intention to use plays a crucial mediating role in the relationship between psychosocial factors and WTP. The study contributes theoretically by clearly distinguishing between behavioral intention and willingness to pay as distinct behavioral outcomes, and it provides practical implications for policymakers and businesses in promoting the adoption and commercialization of electric vehicle services in Vietnam.</p>

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Psychological and social drivers of willingness to pay for electric vehicle services: evidence from Vietnam

  • 期刊论文

  • 发表日期：

    2026年4月2日

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  • Thi-Trang Tran,
  • Quang-Khai Cao,
  • Minh-Huong Tang

摘要

In the context of sustainable transportation transformation in emerging economies, understanding the drivers of consumer behavior toward electric vehicle (EV) services is particularly important. This study aims to analyze the psychosocial factors influencing the intention to use and the willingness to pay (WTP) for EV services in Vietnam, using an extension of the Theory of Planned Behavior (TPB). The research model extends the Theory of Planned Behavior by incorporating perceived risk, environmental concern, and personal norms to clarify the mechanism of transition from psychological motivation to financial commitment. Data were collected through a quantitative survey of 324 consumers in Vietnam and analyzed using PLS-SEM. The results show that attitudes and perceived behavioral controls are the strongest predictors of EV service use intentions, while perceived risk has a significant negative impact. Notably, environmental concerns and personal norms did not significantly affect intention but directly and positively impacted willingness to pay. Intention to use plays a crucial mediating role in the relationship between psychosocial factors and WTP. The study contributes theoretically by clearly distinguishing between behavioral intention and willingness to pay as distinct behavioral outcomes, and it provides practical implications for policymakers and businesses in promoting the adoption and commercialization of electric vehicle services in Vietnam.