Investigating customers’ purchase intentions for electric vehicles with linkage of theory of reasoned action and self-image congruence

Purpose In recent years, the global focus has increasingly shifted toward the adoption of electric vehicles (EVs) due to growing concerns about environmental sustainability and the imperative of reducing greenhouse gas emissions. The transportation sector, a significant contributor to air pollution and climate change, faces increasing pressure to embrace EVs as a solution. However, the resistance exhibited by customers toward adopting new technology poses a substantial obstacle to the widespread adoption of EVs. Drawing on the link between theory of reasoned action (TRA) and self-congruity theory, this research aims to determine the factors that affect the customer intention toward EV. Design/methodology/approach The research conducts a questionnaire collecting 950 respondents from the Egyptian market. The research used primary quantitative data from online and self-administered questionnaires. Findings The findings indicated that green trust, price sensitivity and reliability have a positive impact on customer’s intention. However, self-image congruence was not affecting customer intention. For the moderating role of financial self-efficacy, it is affecting the relationship between price sensitivity and customer’s purchase intentions toward EV. Research limitations/implications This research will expand the theory by conceptualizing its abstract notions through research variables and implementing them in the Egyptian market. Furthermore, it links the two distinct theories. This knowledge can be utilized by policymakers and stakeholders to expedite the adoption of EVs in the Egyptian market. Originality/value This study presents a conceptual framework for managers and policymakers about the factors that affect the customer to buy EVs, since the international organizations emphasize eco-friendly transportation systems.