Toward Sustainable Mobility: Examining E-taxi Booking Intentions Through the Lens of TPB and NAM

The transportation sector’s heavy reliance on fossil fuels poses significant sustainability challenges, necessitating a shift toward environmentally friendly alternatives such as e-taxis. This study investigates the factors influencing the adoption of e-taxis in India. A conceptual model integrating the theory of planned behavior (TPB) and norm activation model was employed to analyze consumer behavior. Based on the survey of 272 people who frequently travel in taxis, the empirical results validated the proposed model, confirming that personal norms, attitudes, and social norms significantly influence the intention to book an e-taxi. The study found that awareness of consequences and ascribed responsibility play a crucial part in forming personal norms. Stronger personal norms were associated with more favorable attitude toward e-taxis and a greater propensity to book one. Interestingly, it was discovered that behavioral intentions were not significantly impacted by perceived behavioral control, a crucial TPB construct. These findings offer critical insights for policymakers and industry stakeholders aiming to promote sustainable transportation. The study underscores the need for improved infrastructure and supply to address market barriers, facilitating the transition to sustainable mobility solutions.