FACTORS AFFECTING THE YOUNGER GENERATION'S DECISION TO BUY ELECTRIC MOTORCYCLES IN HANOI CITY

Abstract

Electric vehicles are seeing a greater level of demand than ever, and the market for them is expanding rapidly both internationally and in Vietnam. Based on the theory of planned behavior (TPB), this study added variables related to vehicle attributes and business and government’s incentive policy measures (including non-monetary policies and monetary policies) to examine how these variables affect young people's decisions to purchase electric motorbikes in Hanoi. The study applied PLS-SEM analysis method with data collected from 197 people. The findings of the research have shown the impact of intention on the respondent's behavior when buying motorcycles powered by electricity. The researchers also discovered that the perceived behavioral control, technical factors, non-monetary policies, and subjective norms are the four factors having the greatest impact on the decision to purchase electric motorbikes, respectively. The findings suggest that attitudes, environmental perception, and monetary incentive programs have no effect on consumers' tendencies to purchase electric motorcycles in Hanoi. From this point on, the research offers some recommendations to encourage more young people to use electric motorcycles.