How value, cost, and emotions drive electric motorcycle adoption in Vietnam: A cognitive–affective–conative approach

Urban transportation in Vietnam, dominated by fossil fuel-powered motorbikes, is causing severe air pollution, contributing to climate change, and posing a threat to public health. In response to these challenges, promoting the transition from traditional motorbikes to electric motorcycles (EMs) is considered a sustainable transportation solution, aligning with the global trend toward green development. However, to expand market share and enhance the acceptance of electric motorcycles, a deeper understanding of consumer perception and behavior is essential. This study aims to develop and test a research model based on the cognitive–affective–conative framework. Data collected from 506 conventional motorbike users in Vietnam were analyzed using the SEM method. The study employs a second-order model, grounded in the cognitive–affective–conative framework, to evaluate the relationship between perceived value and perceived cost with the intention to use electric motorcycles, mediated by the role of anticipated emotions. The findings clarify the role of perceived value and perceived cost in shaping customers' anticipated emotions, which significantly influence their intention to switch to electric motorcycles. These insights not only provide valuable information for manufacturers and policymakers but also contribute to shaping development and marketing strategies for electric motorcycles in the future.