27/11/2025
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Keywords: Purchase intention, greening, electric motorcycles, Ho Chi Minh City.
In the context of rapid urbanization, environmental and public health issues are becoming serious challenges, particularly in the area of personal transportation. Based on this, a research team from the University of Economics Ho Chi Minh City (UEH) conducted the topic "Green Trends and Factors Influencing People's Intention to Purchase Electric Motorcycles in Ho Chi Minh City" to analyze the psychological and social factors affecting the intention to purchase electric motorcycles. This research serves as a scientific basis for policy planning and guiding consumer behavior toward environmental friendliness in major cities in Vietnam.
Ho Chi Minh City currently has over 8 million vehicles on the road every day, a staggering number that not only causes traffic congestion but also pushes air pollution levels to a critical state. Due to excessively high emission levels, air pollution has significantly harmed the health of millions of people in Ho Chi Minh City, with over 90% of children under 5 years old suffering from respiratory illnesses (Ho et al., 2010). According to the technology organization IQAir, by the end of 2021, the concentration of fine particulate matter PM2. 5 in Vietnam is 4.9 times higher than the WHO recommended level. Along with this, the high demand for gasoline and oil consumption is putting the nation's strategic energy reserves at serious risk of depletion. Specifically, Vietnam's oil consumption increased sevenfold between 1990 and 2016, while the global supply of gasoline and oil is limited and cannot guarantee long-term stability for the growing population's needs.
In that context, electric motorcycles are gradually becoming a choice that meets both energy-saving and environmentally friendly criteria. Using electric vehicles directly contributes to improving urban air quality, protecting public health, and building a sustainable future. The government has been and is implementing various incentive policies to encourage consumers, especially young people, to switch from traditional gasoline vehicles to electric vehicles. For the generation of students who will drive future consumer trends, choosing an electric vehicle is not only an act for the environment but also demonstrates modern and responsible economic thinking.
Factors influencing the intention to purchase electric motorcycles
In the context of increasingly severe climate change and growing public awareness of environmental protection, the intention to purchase electric motorcycles depends on many factors. Specifically, perceived behavioral control reflects consumers' confidence in their ability to access the resources and conditions necessary to own and use electric motorcycles. Subjective norms reflect social pressure and expectations from important people around them, thereby influencing the decision to purchase an electric vehicle in order to contribute to reducing environmental pollution. In addition, consumer attitudes toward using electric motorcycles, as reflected in their opinions, beliefs, and evaluations of environmental benefits, play a crucial role in shaping behavioral intentions.
Additionally, perceived risks related to concerns about safety, durability, operability, or additional costs can also deter the intention to purchase an electric vehicle. Conversely, perceived quality, expressed through aspects such as reliability, esthetic design, and product features, can drive consumer willingness to adopt new technologies. Finally, environmental concerns are a significant driver for consumers to prioritize green products in order to reduce emissions and protect public health.
The psychological and behavioral picture behind the choice of electric motorcycles
Socio-psychological factors are becoming an important "guiding wind" in the journey of forming Vietnamese consumers' intention to purchase electric motorcycles. In this context, subjective norms not only positively impact purchase intention but also contribute to fostering a favorable attitude toward green consumption behavior. As society increasingly values sustainable lifestyles and environmental responsibility, consumers are easily swept up in the "mainstream" – they want to align with choices that are respected and encouraged by the community.
Beside that, behavioral control perception also helps form more positive attitudes. And once again, attitude continues to prove to be the most significant factor in predicting the intention to own an electric motorcycle. When users see the values this vehicle brings – from environmental benefits and operating costs to a modern personal image – the "flame" of purchase intent grows stronger. This is perfectly consistent with classical behavioral theories, which view attitudes as "guiding principles" that direct future actions.
Conversely, experiences that don't meet expectations slow down the decision-making process, and can even make consumers "hesitate." Perceived risk – concerns about inconvenience, durability, or hidden costs – is a thin cloud that hangs over the behavioral landscape. Meanwhile, the perceived quality is still not sufficient.
Nevertheless, a notable current emerged strongly: environmental concern. This is a quiet but persistent driving force, bringing consumers closer to green choices and reflecting a growing maturity in sustainable consumer awareness.
Overall, consumers in Ho Chi Minh City are becoming more open to electric motorcycles. They are influenced by their relatives, by environmental values, and by the positive attitude they themselves cultivate. But barriers remain: perceived risk, inertia from years of using gasoline cars, and a still-nascent market that hasn't yet built enough trust.
Paving the way for a green future: Policy suggestions to promote electric motorcycles
Although transportation is a major source of emissions, public awareness of the benefits of electric vehicles remains limited, posing significant obstacles to the shift toward green consumer behavior. To create a strong push, a synchronized ecosystem of solutions is needed.
*Strengthen market communication and education
Businesses and management agencies need to collaborate on implementing creative communication campaigns – from short videos and TV commercials to digital platforms – highlighting the benefits of electric motorcycles for public health, environmental quality, and economic development. Instead of just promoting products, campaigns need to educate the market, create accurate awareness, and activate positive social norms. Developing a communication plan must be based on behavioral research, including listening to consumer opinions, analyzing shopping habits, and assessing their willingness to switch.
*Product and infrastructure upgrades – removing psychological barriers
To reduce perceived risk, businesses need to:
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Improve the vehicle's operating range.
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Researching new battery technologies: faster charging, greater durability, longer lifespan Expanding the charging station network, reducing range anxiety
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When these factors are addressed, confidence in electric motorcycles will be significantly strengthened.
*Creating real-world experiences – the key to changing attitudes
No strategy is as effective as letting consumers experience it for themselves. Businesses should organize test drive events, technology fairs, or a series of workshops on green vehicles. Positive experiences are the strongest driving force for changing attitudes and shortening the gap from "consideration" to "purchase decision."
The research paper has indirectly contributed to SDGs 7, 11, and 13. See the full research paper "Greenification" Trends and Factors Influencing People's Intention to Purchase Electric Motorcycles in Ho Chi Minh City" HERE.
Authors: Nguyen Ngoc Van Anh, Tran Thien Huong, Ha Thi Kieu Trinh, Nguyen Tran Thanh Truc - 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.
*To create maximum conditions for the development of the "UEH Green Researcher Community," members of the community will be able to attend scientific research methods classes related to the topics of Living Lab and Green Campus. Additionally, upon meeting the standards, the research team will receive a certificate from the UEH Sustainable University Project Board and financial support for a standard-compliant project.
More information:
SDG 7 – Affordable and Clean Energy emphasizes ensuring that everyone has access to reliable, modern, affordable, and environmentally friendly energy. Beyond simply expanding electricity systems, this goal promotes the use of renewable energy, improves energy efficiency, and reduces the negative environmental impacts of traditional energy exploitation.
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 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.
Photos, news: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department
Voiceover: Tam Dan
