Understanding Pro-Environmental Behavior in Sustainable Mobility: An Integrated Framework for Electric Vehicle (EV) Purchase Intentions

The current study explores the factors influencing Taiwanese consumers’ Electric Vehicle (EV) purchase intentions. An integrated study framework, combining the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB), was employed to provide a holistic understanding of pro-environmental behavior, addressing the limitations of each theory when used independently. A total of 421 responses were examined using a two-phase Structural Equation Modeling (SEM) and Artificial Neural Network (ANN) methodology. SEM identified significant associations, while ANN ranked the relative impact of predictors. The results showed that attitude, perceived behavioral control, and personal norms were positively linked to purchase intention. Problem awareness significantly affected personal norms, attitude, and ascription of responsibility. Sensitivity analysis revealed that ascription of responsibility was the foremost predictor of personal norms, and personal norms had the most substantial impact on attitude. The ANN results largely supported the SEM findings, demonstrating high prediction accuracy (RMSE 0.115–0.122). The study’s originality lies in its hybrid SEM-ANN approach to synthesizing NAM and TPB, providing a nuanced understanding of consumer EV adoption intentions. The findings highlight the need for public awareness campaigns, fostering personal responsibility, and reinforcing positive attitudes toward EVs to promote sustainable mobility. The empirical findings not only enrich the theoretical understanding of how altruistic and rational considerations converge to predict pro-environmental technological adoption but also offer clear targets for policymakers and marketers to influence consumer decision-making.