From Green Mobility to Sustainable Behavioral Change: Insights from an Emerging Economy and Actual EV Users in Jordan

Abstract This study investigated key contributors to EV adoption and pro-environmental consumer behavior in Jordan, an emerging economy that is characterized by limited energy resources and economic challenges but that also exhibits ambitious sustainable projections. By targeting actual EV users, 254 responses were collected via an online questionnaire. These responses were analyzed based on structural equation modeling (SEM). The findings reveal that EV adoption influences pro-environmental behavior through the moderating effect of an environmental worldview. EV adoption is triggered by adopters’ intention to continue to use EVs and is accentuated by the effect of the country of origin. The intention to continue using EVs is significantly affected by relative advantages, compatibility, the availability of charging infrastructure, price value and trialability. The effects of hedonic motivation, government incentives, social influence and ease of use on the intention to continue using EVs, however, were revealed to be nonsignificant. This research provides informed practical guidance for efforts to promote pro-environmental behaviors and transport ecosystems in Jordan. The implications of this study extend to emerging markets undergoing similar transitions, particularly by offering a grounded understanding of how bottom-up behavioral change can drive top-down sustainability agendas.