Beyond perception: examining the moderating role of barriers in autonomous vehicle adoption

• Explores AV adoption using theory of planned behavior and diffusion of innovation. • Examines perceived barriers as moderators of behavioral intention to adopt AVs. • Perceived usefulness and compatibility strongly shape user attitudes. • Attitude shows unexpected negative effect, moderated by perceived barriers. • Social influence and control beliefs impact adoption but are weakened by barriers. The advent of autonomous vehicles constitutes a consequential innovation in the realm of transportation that enhances both safety and environmental sustainability. The present study uses the Theory of Planned Behavior and Diffusion of Innovation theory to formulate a model that evaluates how perceived usefulness, perceived ease of use, compatibility, social influence, and perceived behavioral control shape the intention to adopt such vehicles. Additionally, perceived barriers are incorporated as a moderating construct. The empirical analyses reveal that perceived usefulness, perceived ease of use, and compatibility exert decisive influences on users’ attitudes, which in turn are shown to engender a positive direct effect on behavioral intentions. Social influence, particularly the endorsements of peers and external influence profoundly alters subjective norms, thereby approving the adoption of autonomous vehicles. Self-efficacy and the presence of adequate facilitating conditions are further identified as salient antecedents of perceived behavioral control, which exerts a robust effect on the intention to adopt. In addition, perceived barriers attenuate the otherwise advantageous effects of subjective norms and perceived behavioral control concerning adoption intentions. The results therefore prescribe the need to attenuate perceived barriers while simultaneously reinforcing perceived benefits and compatibility in order to ease market penetration of autonomous vehicles. The investigation advances the theory of planned behavior and diffusion of innovation. Thus, accenting the interplay of cognitive, social, and environmental determinants in shaping adoption decision-making. Practical implications highlight the necessity for governments and manufacturers to address adoption barriers, promote social acceptance, and enhance external support systems to expedite the deployment of autonomous vehicles.