[Research Contribution] Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City

Keywords: Intention to use; Green transportation; Electric ride-hailing service; Green consumer behavior.

Electric vehicles are called the future of green transportation, but in reality, students still choose gasoline vehicles every day as a hard-to-break habit. So what makes an "environmentally friendly" choice not yet strong enough to replace the "familiar and convenient" option? To explain this paradox, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted a study titled "Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City," aiming to explore the factors that truly influence the decision to switch to electric taxi services among students in the context of a modern urban environment.

So what really influences students' decisions when faced with the familiar choice of gasoline vehicles and a new option like Xanh SM?

*It's not "green" that makes students change, but "beneficial" that makes them act

Although students' awareness of the environment is increasing, in reality, economic factors still play a crucial role. Promotional programs, discount codes, or offers from platforms not only increase attractiveness but also help "rationalize" the decision to choose electric vehicles. When cost is no longer a barrier, transitioning to a "greener" option becomes more acceptable in daily consumption behavior.

*Thought to be a personal choice, but decisions are actually "guided" by the majority 

Students often do not make decisions in a "vacuum of independence." The evaluations from friends, experiences shared on social media, or simply seeing more and more people using Green SM all contribute to creating a new norm. Once a choice is repeated enough in the social environment, it gradually becomes "normal," and from there, it directly influences individual behavior.

*Everyone knows pollution is a problem, but knowing doesn't mean they will change

Environmental awareness serves as the starting point for green consumer behavior, but it is not enough to create a significant shift. Students may understand the harm of traditional means, but habits, convenience, and personal perception remain factors that keep them sticking to old choices. The gap between awareness and action thus still exists as a "gray area" in consumer behavior.

*It's not enough to just have a "green label"; users need to see real impact

Beside the perception factor, belief in the actual value of the service also plays an important role. Students are not only concerned about whether a service is marketed as environmentally friendly, but also want to believe that their choice truly makes a difference. This belief, once reinforced, transforms the use of Green SM from a trial experience into a gradually more sustainable consumer habit.

Research model

It's not that green technology isn't good enough, but rather that the behavioral motivation isn't strong enough for users to change.

The research results have shown that the intention to use electric taxi services among students is not only formed by environmental awareness but is also significantly influenced by personal benefits and social impact. Especially, factors such as promotions and social norms play a crucial role in driving behavior, while belief in environmental effectiveness determines the long-term sustainability of this choice.

From there, to increase the acceptance level of young users, businesses need to take a more practical approach rather than just stopping at the "green" message. Designing reasonable incentive programs can become a starting point to help users experience the service. At the same time, leveraging the ripple effect from friends, communities, and social networks will contribute to the formation of new consumption norms, where the use of electric vehicles becomes more popular and acceptable.

In addition, businesses also need to focus on building trust by clearly demonstrating the environmental value that their service brings. When users not only "know" but also "believe," their usage behavior can shift from experimentation to a long-term habit.

Ultimately, the transition to green transportation is not an idealistic decision, but a process of behavioral change. And only when the factors of benefits, society, and trust converge will the "green" choice truly become the default option for the younger generation.

The research has indirectly contributed to SDG 11, 12, and 13. View the full research paper “Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City” HERE

The authors: Nguyen Le Khanh Van, Doan Nguyen Nhat Anh, Tieu Tam Nhu, Nguyen Thanh Ngoc - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 11 – Sustainable Cities and Communities seeks to develop urban areas and communities that are resilient, safe, and sustainable by improving living environments, managing waste effectively, and ensuring access to basic services for all citizens. A sustainable city is not only about physical infrastructure but also about raising awareness and shaping residents’ behavior to protect their shared environment.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu