<p>Environmental degradation, smog, and climate change, resulting from emissions from fuel-operated vehicles, have become alarming issues in Lahore. Thus, to encourage pro-environmental travel behavior, the electrification of vehicles is crucial and highly effective in reducing greenhouse gas emissions from motor vehicles. The study aims to identify the key factors influencing the public's willingness to transition from traditional fuel-operated vehicles to hybrid electric vehicles (HEVs) by applying the extended valence theory framework. HEVs generate power for vehicle propulsion utilizing internal combustion engines and battery packs. A joint two-stage reflective-formative second-order model was designed using partial least squares structural equation modeling (PLS-SEM) to analyze the factors affecting the public adoptability of HEVs. The findings showed that positive activation, as indicated by an R-square of 0.382 (including environmental awareness, environmental concerns, and perceived economic benefits), and negative activation, as indicated by an R-square of 0.279 (including perceived risk and complexity), as well as mass media influence and personal innovativeness, drive public intentions to adopt HEVs in Lahore. Results suggest that public interest in HEVs can be significantly increased through mass media campaigns that highlight their environmental benefits and advanced technologies. Addressing practical concerns, such as enhancing the availability of filling station repair shops and developing comprehensive infrastructure plans, can encourage people to adopt the new technology. Urban transportation policymakers can utilize these findings to develop strategies for creating environmentally friendly transportation systems.</p>