Driving toward sustainability: extending the value-belief-norm theory to understand the willingness to purchase full electric vehicles in Jordan

Purpose This study aims to advance understanding of consumer adoption behavior by extending the Value-Belief-Norm (VBN) theory to include subjective norms and hedonic values, offering a more comprehensive framework for examining consumers’ willingness to purchase full electric vehicles (WTPFEVs). Design/methodology/approach Primary data were collected from 375 fossil fuel vehicle owners in Amman using a purposive sampling method. The data were analyzed using Smart PLS to examine the relationships within the extended VBN model. Findings The findings validated the causal relationships within the VBN model. Significant relationships were identified between awareness of consequences and personal norms, as well as ascription of responsibility and subjective norms. Subjective norms also demonstrated a strong influence on personal norms and WTPFEVs. Practical implications The results provide actionable insights for marketers and policymakers to design targeted campaigns and regulations that address the factors driving consumer adoption of FEVs, thereby promoting sustainable transportation solutions. Originality/value This study developed the original VBN model by integrating subjective norms and hedonic values and by exploring new paths—awareness of consequences to personal norms, ascription of responsibility to subjective norms, and subjective norms to both personal norms and WTPFEVs—not included in the original model. It also extends the model’s cross-cultural applicability by testing it in Jordan, addressing the research gap on consumer behavior and FEV adoption in a Middle Eastern context.