Electric Car Purchase Intentions in Vietnam’s Emerging Economy: The Moderating Role of Technology Discomfort

Pro-environmental consumption has emerged as a significant global trend over the past decade, particularly evident in the increased consumer interest in electric vehicles (EVs).Despite extensive research on EV adoption, limited attention has been given to technology-related factors, particularly the discomfort associated with adopting new technologies.To address this gap, the present study investigates the moderating effect of technology discomfort on electric car purchase intentions in Vietnam, an emerging economy.Utilizing a sample of 516 potential EV buyers, this study examines how technology discomfort influences the mediating effects of pro-environmental attitudes and pro-environmental self-identity on purchase intention.The findings reveal that technology discomfort significantly moderates these mediation relationships, underscoring its crucial role in consumers' decision-making processes regarding EV adoption.This study provides valuable insights for policymakers, automotive manufacturers, and marketers aiming to promote electric vehicle adoption in emerging markets.