From attitudes to green vehicle usage intention: the role of felt obligation

Purpose Due to escalating environmental pollution in Vietnam, green vehicles are rapidly gaining attraction as a green vehicle solution. Applying the theory of planned behavior (TPB), this study aims to explore the role of felt obligation in linking consumer attitudes to green vehicle usage intention. Design/methodology/approach Data from 408 participants of quantitative research were collected and analyzed with SPSS 26.0 and AMOS 26.0. Findings Findings reveal that although a positive attitude towards eco-social benefits is associated with green vehicle usage intention, attitude towards environmental issues (AEI) does not directly influence green vehicle usage intention. Practical implications These results offer strategic insights for promoting green vehicle and suggest directions for future research. Originality/value This study confirms the application of TPB in predicting green vehicle usage intention from different dimensions of attitudes. Importantly, felt obligation is found to be a full mediator between AEI and green vehicle usage intention as well as a moderator in the relationship between attitude towards eco-social benefits and green vehicle usage intentions.