The role of user satisfaction in advancing sustainable mobility: evidence from emerging market

Purpose Electric vehicles (EVs) adoption is getting a momentum globally; nevertheless, users’ satisfaction in emerging markets is still crippling. This study aims to examine determinants of EV users’ satisfaction in Ethiopia, integrating the Consumer Satisfaction Theory (CST) and Expectation Confirmation Theory (ECT). Primarily, it investigates both direct and indirect effects of EV charging infrastructure, price, performance and battery range on EVs users’ satisfaction with perceived value and government incentives as mediator and moderator variables, respectively. Design/methodology/approach Partial least squares structural equation modeling (PLS-SEM) method was applied to analyze the data gathered from 326 randomly selected EV users in Addis Ababa. Findings The results show that charging infrastructure influences satisfaction positively, while price influences it negatively. In the relationship, performance and battery range show no significant effect. Perceived value partially mediates the effects of charging infrastructure, and price fully mediates performance. Government incentives significantly moderate the price-satisfaction relationship. Practical implications The study enriches the scarce body of literature on EVs adoption in emerging markets, and provides a framework to support market growth and sustainable mobility initiatives. This study advances ECT and CST by identifying price and infrastructure as key drivers of EV users’ satisfaction in emerging markets. It underscores the need for targeted policies, such as expanding charging infrastructure, and offering financial incentives. Originality/value Uniquely, this research examines EV users’ satisfaction in Ethiopia, with perceived value as a mediator and government incentives as a moderator.