Boosting Electric Vehicle Usage as a Solution toward Sustainable Development: A Case Study in Vietnam

Electric vehicles (EVs) are increasingly considered as a sustainable key to traditional modes of transportation. However, in many developing countries, their adoption has been slow and uneven. This study examines what drives people in Vietnam to consider buying EVs through the lens of the sustainability mindset. This framework focuses on three key elements: Knowing (pro-environmental knowledge), Being (pro-environmental self-identity), and Doing (EV purchase intentions). Unlike traditional models that focus on logical decision-making, this approach emphasizes the often-overlooked role of pro-environmental self-identity in shaping consumer choices. Based on survey data from 516 participants in Ho Chi Minh City and Hanoi, the study used Partial Least Squares Structural Equation Modeling to test its theoretical model. The outcomes indicate that individuals' intention to purchase an EV (Doing) is significantly influenced by their pro-environmental self-identity (Being), which in turn is shaped by their environmental knowledge (Knowing). While pro-environmental knowledge alone does not have a direct effect on purchase intention, it plays a crucial indirect role by enhancing self-identity, which then drives behavioral intention. This highlights the mediating effect of identity as a bridge between awareness and action. By applying the sustainability mindset framework, which integrates Knowing, Being, and Doing, this study helps in theoretical advancement together with practical strategies to promote EV adoption. Rather than relying solely on financial incentives, efforts should focus on cultivating environmental identity through experiential education, value-based communication, and social engagement, particularly in developing contexts where identity strongly motivates sustainable behavior.