Urban-Rural Differences in Electric Vehicle Adoption Intentions: Integrated TAM, TPB, UTAUT with Environmental Identity

Objectives: This study examines urban-rural differences in electric vehicle (EV) adoption intentions to inform geographically targeted policy implementation for Thailand's goal of 30% EV production by 2030. Methods/Analysis: We integrated the Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology with environmental identity and trialability constructs. Data from 3,595 respondents (2,311 urban, 1,284 rural) across Thailand were analyzed using structural equation modeling and measurement invariance testing. Findings: Results revealed distinct adoption mechanisms between geographical contexts. Urban areas demonstrated stronger effects in system-related perceptions, with perceived ease of use more strongly influencing perceived usefulness (β=0.631 vs. 0.587) and perceived usefulness having a greater impact on behavioral intention (β=0.445 vs. 0.353). Rural areas showed stronger influences of individual characteristics and social factors, with personal innovativeness more strongly affecting attitudes (β=0.216 vs. 0.157) and environmental identity showing greater impact on perceived ease of use (β=0.350 vs. 0.291). Novelty/Improvement: This research uniquely combines established technological adoption theories with geographical context analysis, providing evidence-based recommendations for differentiated EV promotion strategies that address the specific challenges of urban and rural environments in developing countries. Doi: 10.28991/CEJ-2025-011-05-010 Full Text: PDF