The impact of Eco-friendly features of E-bikes on consumers’ willingness to pay

The increasing global awareness of sustainability and environmental accountability has significantly altered consumer decisions in the transport sector. In view of this, electric bikes (e-bikes) have become a popular mode of urban transportation due to their convenience and environmental friendliness. Despite this, the factors influencing consumers' willingness to pay (WTP) e-bikes remain unclear. Therefore, this article collected data from 710 urban commuters from different regions through the distribution of questionnaires for regression analysis. The empirical study shows that consumer willingness to pay is influenced by battery efficiency, recyclability, low emissions, and using renewable energy in manufacturing. Further heterogeneity analysis reveals that gender affects consumer preferences. Male consumers prioritize battery efficiency and low emissions, whereas female consumers emphasize recyclability and the utilization of renewable energy. The study contributes to the existing literature on sustainable consumer behavior by offering empirical data regarding the influence of environmentally friendly features on e-bike purchasing decisions. Keywords: Willingness To Pay, Eco-Friendly Features, Electric Bikes, Sustainable Consumer Behavior, Environmental Awareness.