Who is more likely to upgrade to e-cars? Comparing the intentions of electric and conventional motorcycle riders in Vietnam

The shift from motorcycles to cars is rapidly accelerating in Vietnam – traditionally, a motorcycle-oriented country. Given high levels of pollution, a switch to e-cars as opposed to conventional cars is seen as a lesser evil. This study examines the intention to switch to e-cars among riders of conventional and electric motorcycles. The empirical data consist of nearly 1,000 original surveys collected in Hanoi in 2023, which are analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM). Theoretically, the study adapts the Push-Pull-Mooring (PPM) model. We find that younger motorcycle riders from higher-income households are more interested in e-cars. The pull effects of e-cars are the strongest drivers of the intention to switch from motorcycles, whereas the push effects of motorcycles (whether conventional or electric) are much weaker. The mooring effects are similarly small but have moderating effects on pull factors. Electric motorcyclists have a stronger intention to upgrade to e-cars, partly due to their pro-environment values. The experience (and perhaps habit) of using an e-vehicle type appears to have a positive influence on the intention to adopt other green modes. In the status-conscious context of Vietnam, the concept of “saving face” through vehicle purchases is important too.