Understanding Behavioral Determinants of Electric Vehicle Adoption Through Environmental Concern

The adoption of electric vehicles (EVs) is vital for addressing climate change and reducing carbon emissions from the transportation sector. This study examines how perceived environmental concerns influence attitudes and behavioral intentions toward EV adoption, using the Theory of Planned Behavior (TPB). It highlights the interplay between environmental concerns, subjective norms, and perceived behavioral control, and explores the influence of digital media and electronic word-of-mouth (eWOM). Using a quantitative approach, data were collected through an online questionnaire from 150 respondents in the Philippines willing to adopt EVs. The analysis involved descriptive statistics, validity and reliability testing, and hypothesis testing with Structural Equation Modeling (SEM) via SmartPLS. The sample comprised predominantly male respondents (65.56%) aged 18-30 (44.37%) and mostly from the upper-middle-income category (39.73% earning above PHP 56,000 monthly). All measurement constructs showed strong validity and reliability. The results indicate that perceived environmental concern significantly impacts attitudes, subjective norms, and perceived behavioral control, which are critical in shaping behavioral intentions toward EV adoption. This study emphasizes the need for effective campaigns by EV companies to enhance environmental concerns and foster positive attitudes and social norms. Future research should consider longitudinal studies and larger samples for deeper insights.