Moving towards sustainable transportation commuters’ switching intention from internal combustion engine vehicles (icevs) to electric vehicles (evs)

Encouraging people to opt for sustainable transportation is getting increasingly Mooring PPM framework and Norm Activation Model NAM, including personal norms, awareness of consequences

INTRODUCTION

Research background and statement of the problem

Sustainable development is now a global objective that seeks comprehensive progress in economic, cultural, social, and environmental aspects Building on the Millennium Development Goals (MDGs), it represents a significant effort by the United Nations, urging nations to confront major challenges and strive for a better, sustainable future for all by 2030.

Environmental degradation has emerged as a critical global issue, with the United Nations Environment Programme (UNEP) reporting on November 20, 2023, that greenhouse gas emissions are reaching unprecedented levels due to fossil fuel combustion and industrial activities UNEP warns that the Earth's temperature could rise by an alarming 2.9 degrees Celsius this century, exceeding vital thresholds In light of these findings, UNEP urges all countries to implement "ambitious and urgent efforts" to reduce fossil fuel consumption and stop deforestation.

The transportation industry plays a crucial role in economic and industrial growth by moving millions of tons of goods and passengers daily However, it significantly contributes to air pollution and poses serious risks to human health due to its reliance on petroleum Responsible for around 15% of global greenhouse gas emissions and 23% of CO2 emissions, the transport sector emitted approximately 8 Gt CO2 in 2016, marking a 71% increase since 1990 Freight transport alone accounted for 42% of total CO2 emissions, a figure expected to rise to 60% by 2050 Consequently, the planet faces critical ecological challenges, including habitat destruction, loss of biodiversity, land degradation, depletion of natural resources, and widespread environmental pollution.

2020) Based on this severe pollution crisis resulting from the transportation industry, energy consuming countries have tried to ensure environmental sustainability by greening the transportation system.

Vietnam ranks 36th out of 177 countries for high pollution levels, with approximately 90% of the population exposed to harmful PM2.5 particles, according to the WHO These alarming statistics highlight the urgent need for action from the government, businesses, and citizens to mitigate environmental impacts Vietnam is committed to sustainability, as evidenced by the government's resolution No 136/NQ-CP, which sets 17 sustainable development goals to be achieved by 2030 To bridge the gap towards these goals, adopting environmentally friendly products and efficient technologies is essential This study emphasizes the critical transition from internal combustion engine vehicles (ICEVs) to electric vehicles (EVs) as part of global green initiatives.

Internal combustion engine vehicles (ICEVs) that rely on fossil fuels significantly harm the environment by causing air pollution and exhausting fossil fuel resources They are responsible for the release of harmful emissions, including CO2, CH4, CO, NOX, N2O, and SO2, which further escalate pollution levels.

The transport sector's carbon footprint is alarmingly increasing, currently contributing to 25% of global emissions, as highlighted by McCollum et al (2018) This figure is expected to rise significantly by 2035, underscoring the urgent need for action The detrimental effects of conventional vehicles necessitate the implementation of measures to reduce their environmental impact To address this pressing issue, transitioning from conventional fuel-powered vehicles to electric vehicles (EVs) emerges as an optimal solution.

In recent years, the use of electric vehicles (EVs), including electric bicycles, motorcycles, and cars, has surged in Vietnam, with the current total reaching 3 million and an anticipated growth to 6 million by 2024 The adoption of EVs is essential for reducing oil consumption and environmental pollution, as studies indicate that EVs offer greater energy savings and lower emissions compared to internal combustion engine vehicles (ICEVs) This shift towards EVs significantly contributes to sustainable development goals Experts predict that advancements in EV technology, lithium batteries, and alternative energy sources will lead to greener transportation options, supported by digital innovations Consequently, this research aims to explore the factors influencing the transition from ICEVs to EVs.

VinFast has recognized the urgent need for sustainable development and has committed to producing environmentally friendly electric vehicles (EVs) to address this issue Over six years, the company has significantly influenced the transportation choices of Vietnamese consumers by prioritizing customer interests during product development, effectively shifting public habits towards sustainable transportation Notably, in March 2023, VinFast sold over 900 electric cars, marking a remarkable doubling of revenue compared to February 2023.

Table 1.1: Detailed sales data table of VinFast electric car models

VLNFAST AUTOMOBILE BUSINESS RESULTS IN MARCH 2023 (I NTT: VEHICLE)

Source: Electric cars sold in March 2023 by VinFast report.

Vietnam is witnessing a significant rise in electric vehicle (EV) adoption, driven by VinFast's efforts to establish a green market and the growing environmental consciousness among its citizens However, this shift presents both opportunities and challenges for sustainable transportation The prevailing preference for traditional fuel vehicles, such as gasoline and oil, means that the transition to EVs will be influenced by various subjective and objective factors, including Personal Perceived Mobility (PPM) factors and the Norm Activation Model (NAM), which will affect traffic participants' decisions to embrace electric mobility.

Awareness of the health threats posed by internal combustion engine vehicles (ICEVs) can drive individuals towards adopting green transportation systems, as these factors negatively impact urban sustainability Additionally, the appeal of electric vehicles (EVs) includes low maintenance costs and their potential to reduce greenhouse gas emissions and enhance air quality Market surveys indicate that EVs have the lowest maintenance costs at just 0.00419 USD/km, providing a strong incentive for consumers to transition to electric vehicles (Ibham Veza et al., 2023).

In 2023, social factors and risks significantly influence the cognitive and decision-making processes of traffic participants regarding the adoption of electric vehicles (EVs) One major barrier is inertia, which refers to individuals' habitual tendency to choose internal combustion engine vehicles (ICEVs) rather than embracing change This inertia can hinder awareness and the decision to transition to green transportation, particularly EVs, affecting countries globally, with Vietnam being a notable example.

The research paper titled "Moving Towards Sustainable Transportation: Commuters' Switching Intention from Internal Combustion Engine Vehicles (ICEVs) to Electric Vehicles (EVs)" is essential for understanding the transition to sustainable transportation, particularly highlighting the increasing adoption of VinFast EVs in Ho Chi Minh City.

Research objectives

Green transportation is vital in the pursuit of Sustainable Development Goals (SDGs), highlighting the need to understand the key factors driving the transition to electric vehicles (EVs) This research aims to explore these critical driving factors to facilitate a successful shift towards EV adoption.

• Identify push, pull, mooring factors that impact on user's intention to switch to EVs.

• Using the Norm Activation Model to examine the relationship between awareness of consequences and ascription of responsibility influencing personal norms to switch to EVs.

• Determining the transition to the use of EVs exemplified by VinFast, an electric vehicle manufacturer in Vietnam.

Subject and scope of research

• Research subjects: Switching intention towards EVs of commuters in HCMC.

• Spatial scope: The study is conducted within the geographical area of Ho Chi Minh City.

• Time scope: From 2nd January, 2024 to 4th February, 2024.

Research method

A combination of qualitative and quantitative approaches was used in this thesis

In the initial phase, measurement scales for all constructs were adapted from previous studies and translated into Vietnamese, allowing for potential final adjustments before the official research commenced The second phase involved a quantitative study, which included a primary survey and data analysis, executed in two steps: preliminary and formal quantitative research The author first conducted preliminary research with 50 participants in Ho Chi Minh City to assess the convergent and discriminant validity of the measurement scales derived from qualitative research A self-administered survey was created using Google Forms and distributed to respondents via social networks The collected data was cleaned, with SPSS 25 software utilized for sample description and SmartPLS 4 software employed for measurement model analysis.

Structural models The partial least squares structural modeling (PLS-SEM) method was used to evaluate the structural model.

Research contribution

Based on the research findings, the topic has made several contributions in terms of both theoretical and practical knowledge, specifically as follows:

This study utilizes the integrated Push-Pull-Mooring (PPM) framework alongside the Norm Activation Model (NAM) to explore the determinants influencing the shift from Internal Combustion Engine Vehicles (ICEVs) to Electric Vehicles (EVs), particularly in light of the growing availability of VinFast EVs.

To effectively enhance the adoption of electric vehicles (EVs) in localities, it is essential to implement strategies that ensure public accessibility and minimize environmental emissions The research findings provide valuable insights for policymakers and planners, guiding the development of initiatives that promote green transportation, reduce reliance on fossil fuel vehicles, and foster a sustainable future through increased EV usage.

- Brings a certain value to research on sustainable transportation through EVs and its effects on the environment.

This research enriches the limited reference materials on sustainable transportation in developing economies, particularly concerning electric vehicles (EVs) It provides valuable insights for the public, researchers, and anyone interested in this critical area.

Research structure

The thesis layout is divided into 5 chapters as follows:

This study aims to address a significant research problem by outlining its background and objectives The general goal is to explore the identified issue, while specific goals focus on targeted outcomes within the defined scope of the research The study employs various research methods to gather and analyze data effectively Its scientific and practical significance lies in contributing valuable insights to the field The layout of the study is structured to facilitate a comprehensive understanding of the topic and its implications.

LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 8 2.1 Concept

Green Transportation

At the same time, analyze assumptions and previous research models to build a foundation for reasoning and forming a research model.

Presenting the research process, qualitative and quantitative research methods used to analyze and measure research concepts, and build measurement scales.

CHAPTER 4: DATA ANALYSIS AND RESULTS

Presenting research results, information about the survey sample, testing the model and measuring research concepts, analyzing and evaluating the results obtained.

Present a summary of the research results, state the contributions and limitations of the research in practice at fashion service establishments, and thereby propose further research directions from this study.

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

In 2015, the United Nations General Assembly established 17 Sustainable Development Goals (SDGs) and 169 targets aimed for completion by 2030 These goals are centered on three fundamental pillars: economic, social, and environmental To successfully achieve these SDGs, it is essential to critically reassess the current development model of humanity, which has proven to be unsustainable in the long run.

The concept of sustainable transport emerged prominently at the 1992 United Nations Earth Summit, where it was highlighted in Agenda 21 In a subsequent review, the UN General Assembly identified transportation as a key factor driving global energy demand At the 2012 UN Sustainable Development conference, world leaders recognized the vital role of transportation in fostering sustainable growth and emphasized its potential to enhance economic prosperity and equitable access to essential services By transitioning to sustainable transport, we pave the way for economic development and environmental sustainability, benefiting urban and rural areas alike while improving overall health and well-being.

The 2030 Agenda for Sustainable Development highlights the importance of sustainable transportation systems in achieving goals related to food security, health, clean energy, economic growth, sustainable infrastructure, and livable cities In line with this, the UITP Declaration on Climate Leadership aims to double public transport's market share by 2025 and reduce per capita urban transport emissions by 25% The transport industry plays a vital role in contributing to five directly related Sustainable Development Goals, including reducing road accidents, curbing energy consumption, fostering inclusive cities, and managing fuel resources responsibly.

Table 2.1: Direct transport targets of the sustainable development goals

SDG 3 Ensure healthy lives and 3.6 By 2020, halve the number of global deaths and promote well-being for all at all injuries from road traffic accidents (Road safety) ages

SDG 7 Ensure access to 7.3 By 2030, double the global rate of improvement in affordable, reliable, sustainable energy efficiency (Energy efficiency) and modern energy for all SDG 9 Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation

SDG 11 Make cities and human settlements inclusive, safe, resilient and sustainable

SDG 12 Ensure sustainable consumption and production patterns

To achieve sustainable economic development and enhance human well-being, it is essential to develop quality, reliable, and resilient infrastructure, including regional and transborder systems, ensuring affordable and equitable access for everyone By 2030, it is crucial to provide safe, accessible, and sustainable transport systems, prioritizing improvements in road safety and expanding public transport, particularly for vulnerable groups such as women, children, persons with disabilities, and older individuals.

To promote sustainable development, it is crucial to rationalize inefficient fossil-fuel subsidies that lead to wasteful consumption This can be achieved by eliminating market distortions and restructuring taxation in line with national circumstances Phasing out harmful subsidies should reflect their environmental impact while considering the unique needs of developing countries Efforts must also focus on minimizing adverse effects on development, particularly protecting vulnerable populations and affected communities.

Besides, transport also contributes indirectly to seven SGD targets from bolstering agricultural yields (Target 2.3) to curbing air pollution (Target 3.9) and fostering sustainable cities (Target 11.6).

Table 2.2: Indirect transport targets of the sustainable development goals

SDG 2 End hunger, achieve food security and improved nutrition and promote sustainable agriculture

SDG 3 Ensure healthy lives and promote well-being for all at all ages

SDG 6 Ensure availability and sustainable management of water and sanitation for all

SDG 11 Make cities and human settlements inclusive, safe, resilient and sustainable

SDG 12 Ensure sustainable consumption and production patterns

SDG 13 Take urgent action to combat climate change and its impacts

2.3 By 2030, double the agricultural productivity and incomes of small-scale food producers, in particular women, indigenous peoples, family farmers, pastoralists and fishers, including through secure and equal access to land, other productive resources and inputs, knowledge, financial services, markets and opportunities for value addition and non-farm employment (Agricultural productivity) 3.9 By 2030, substantially reduce the number of deaths and Illnesses from hazardous chemicals and air, water and soil pollution and contamination (Air pollution) 6.1 By 2030, achieve universal and equitable access to safe and affordable drinking water for all (Access to safe drinking water)

11.6 By 2030, reduce the adverse per capita environmental impact of cities, including by paying special attention to air quality and municipal and other waste management (Sustainable cities)

12.3 By 2030, halve per capita global food waste at the retail and consumer levels and reduce food losses along production and supply chains, including post harvest losses (Food loss and waste)

13.1 Strengthen resilience and adaptive capacity to climate-related hazards and natural disasters in all countries (Climate change adaptation)

13.2 Integrate climate change measures into national policies, strategies, and planning (Climate change mitigation)

Transportation is a significant contributor to climate change, responsible for 25% of global CO2 emissions If current trends persist, this pollution could double by 2035 Internal combustion engine vehicles (ICEVs), which rely on fossil fuels such as gasoline and diesel, are key factors impacting the environment.

The internal combustion engine (ICE) powers many vehicles but emits significant pollutants, including nitrogen oxides and carbon monoxide, which contribute to air quality issues and global warming Transportation accounted for a quarter of global emissions in 2016, with a 71% increase since 1990, posing serious long-term health risks A World Health Organization report in 2021 indicated that poor air quality led to approximately 4.2 million premature deaths in 2019, affecting 99% of the global population Air pollution not only causes lung disease but also impacts overall health, with over 2 million lives lost in 2015 due to related cardiovascular and stroke deaths Consequently, the reliance on ICE vehicles threatens sustainable development worldwide.

The rise of electric vehicles (EVs) marks a significant shift towards sustainable transportation, addressing our evolving needs and the pressing demand for a cleaner environment According to Haddadian et al (2015), EVs play a vital role in transitioning away from fossil fuels and towards a sustainable energy future As defined by EDF Energy (2020), an EV operates using electric motors rather than traditional internal combustion engines, highlighting its role in promoting cleaner mobility solutions.

Electric vehicles (EVs) operate on clean electricity, producing zero tailpipe emissions and utilizing renewable energy sources like solar, wind, and wave energy, making them more sustainable than gasoline vehicles They offer a significant opportunity to reduce air pollution and greenhouse gas emissions in the transportation sector As countries become more environmentally conscious, they are increasingly adopting EVs, supported by government incentives and technological advancements However, challenges remain, such as Hanoi's modest goal of only 5% electric bikes by 2030 and the lack of defined EV goals in densely populated Ho Chi Minh City, which poses obstacles to EV growth and sustainability efforts This study aims to propose solutions to promote EV usage in Ho Chi Minh City.

Switching Intention

Switching intention refers to the degree to which customers are inclined to transition to alternative products or services that better meet their needs, potentially leading to a reduction or complete cessation of their current usage (Zhang et al., 2012; Ye and Potter, 2011) This concept is crucial in business marketing, as it allows companies to assess their strengths and weaknesses while serving as a strategic tool to attract new customers (Njite et al., 2008).

The rise of electric vehicles (EVs) and the growing concern over environmental pollution have shifted public attitudes towards adopting sustainable transportation options To fully grasp this trend, it is essential to conduct empirical research on how social and environmental factors influence individual psychological changes regarding the use of EVs.

Theories

The Push-Pull-Mooring (PPM) theory of migration was first proposed as the

The "Law of Population Migration" proposed by Ravenstein in 1885 laid the groundwork for understanding migration, which was further expanded by Herberle in 1938 through the lens of push and pull factors The PPM model, originally focused on migration, has evolved to encompass various daily activities, including consumer switching behavior from one product or service to another (Hsieh J K et al., 2012) This study specifically examines commuters' intentions to switch from internal combustion engine vehicles (ICEVs) to electric vehicles (EVs), making the PPM framework particularly relevant for gaining deeper insights into the factors influencing this transition.

The PPM framework identifies three key factors influencing individual behavior shifts: push, pull, and mooring Originating from push-pull models aimed at understanding population migrations (Lewis, 1982), push factors are negative elements driving individuals away from their original locations, while pull factors are positive aspects that attract potential migrants to new destinations (Bansal et al., 2005) Moon (1995) further developed this framework by introducing mooring factors, which encompass cultural and spatial elements that contribute to psychological well-being These mooring factors, distinct from push and pull influences, play a crucial role in shaping consumer decisions and can either motivate or hinder the willingness to change behavior.

This study identifies key factors influencing the shift from internal combustion engine vehicles (ICEVs) to electric vehicles (EVs) Push factors, such as perceived environmental threats, health risks, and regulatory environments, drive commuters towards EV adoption Conversely, pull factors like performance expectancy, perceived green value, social norms, and green advertising further encourage this transition However, mooring factors including inertia, infrastructure barriers, and switching costs negatively impact an individual's willingness to make the shift to EVs.

The Norm Activation Model (NAM), developed by Schwartz in 1977, explains environmentally and socially friendly customer behaviors through three key factors: Personal Norms (PN), Awareness of Consequences (AC), and Ascription of Responsibility (AR) Personal Norms represent the ethical obligation to engage in or refrain from certain actions, significantly influencing altruistic behavior within the NAM framework Awareness of Consequences pertains to the recognition of negative outcomes linked to nonaltruistic actions (Nguyen & Nguyen, 2020), while Ascription of Responsibility emphasizes the accountability for the adverse effects that may result from such behaviors (Ghazali et al., 2019).

Numerous scholars have utilized the Norm Activation Model (NAM) and its extensions to explore the environmentally friendly behaviors of travelers, particularly in the context of electric vehicle (EV) adoption Research has demonstrated a significant relationship between personal norms (PN) and the willingness to adopt EVs, highlighting the influential role of PN in this decision-making process (X He and W Zhan, 2018) Additionally, factors such as awareness of consequences (AC), ascription of responsibility (AR), and the perception of consumer effectiveness positively impact personal norms Further studies have established a positive link between personal norms and prosocial behaviors, including the intention to adopt alternative fuel vehicles (A M Nordlund).

J Garvill, 2003) This study employs NAM to examine the altruistic actions of consumers in Vietnam concerning the adoption of EVs, focusing on prosocial and proenvironmental behaviors.

Research on the electric vehicle (EV) market has identified various factors influencing commuters' intentions to switch vehicles across different countries However, there is a lack of studies that incorporate the Push-Pull-Mooring Theory (PPM) and the Norm Activation Model (NAM) in the context of a transitional country like Vietnam The NAM has been effectively utilized to examine environmentally beneficial behaviors, such as energy conservation and eco-friendly travel choices, while the PPM has been established as a framework for understanding consumer switching behavior This study aims to investigate the factors that drive individuals to transition from internal combustion engine vehicles (ICEVs) to EVs by integrating the PPM and NAM into a cohesive research framework.

Studies related to Electric Vehicle

2.2.1 From willingness to action: Do push-pull-mooring factors matter for shifting to green transportation - Wang, s., & Yang, F (2020)

Research by Wang and Yang (2020) utilized the PPM framework to investigate the factors influencing individuals' willingness to adopt green transportation, contributing to China's low-carbon goals The study identified push factors, such as awareness of environmental threats and the inconvenience of personal vehicle use, which encourage individuals to transition to eco-friendly transport It hypothesizes that these factors positively influence the willingness to shift Conversely, pull factors, including green transportation policies and campaigns, attract individuals towards greener modes of transport, leading to another hypothesis that these initiatives also positively impact willingness to switch Additionally, the study highlights the role of inertia as a mooring factor that negatively affects conversion intentions and moderates the influence of both push and pull factors on the willingness to transition.

Figure 2.1: Research model by - Wang, s., & Yang, F (2020)

A research study conducted in four Chinese cities—Nanjing, Shanghai, Hangzhou, and Hefei—focused on individuals who commute daily by car in areas with significant traffic congestion and robust green transportation systems Out of 1,200 distributed questionnaires, 955 were returned, yielding 907 valid responses Following up with these participants, the researchers obtained 854 usable questionnaires The findings reveal that the intention to adopt green transportation is complex and influenced by various factors, including push and pull dynamics Additionally, the study highlights that inertia plays a crucial role in this transition; lower inertia correlates with a greater willingness to switch to green transportation options.

2.2.2 Electric vehicle adoption intention in the Himalayan region using ƯTAƯT2 - NAM model - Singh et al (2023)

The research conducted by Singh et al (2023) explores the factors influencing consumer intentions to adopt electric vehicles (EVs) by combining the Unified Theory of Acceptance and Use of Technology (UTAUT2) and the Norm Activation Model (NAM) While UTAUT2 focuses on personal benefits, NAM highlights the importance of concern for others' well-being The study underscores that individual choices play a significant role in EV adoption, driven by both personal and consumer preferences Thus, understanding the personal-level factors that encourage and maintain the adoption of electric vehicles is essential (Singh et al., 2020).

The UTAUT2 model indicates that performance expectancy, effort expectancy, social influence, and facilitating conditions significantly impact consumers' behavioral intentions Additionally, it incorporates hedonic motivation, price value, and habit, while considering the moderating effects of age, gender, and user experience Furthermore, the NAM framework utilizes personal norm, awareness of consequences, and ascription of responsibility to analyze consumer influence behavior This study proposes a specific model based on existing evidence and prior research.

Performance expectancy (PE) significantly influences individuals' intentions to adopt new technologies, while effort expectancy (EE) highlights the ease of use that enhances user engagement Social influence (SI) plays a crucial role in shaping perceptions and behaviors, alongside facilitating conditions (FC) that support technology adoption Additionally, hedonic motivation (HM) and perceived value (PV) drive user satisfaction and commitment The formation of habits (IB) and personal norms (PN) further reinforce intentions to adopt, as awareness of consequences (AC) and ascription of responsibility (AR) create a sense of accountability in the adoption process.

Figure 2.2: Research model by Singh et al (2023)

This study conducted in Himachal Pradesh, India, from September 2021 to February 2022, gathered data from individuals knowledgeable about electric vehicles (EVs) and holding valid driving licenses, resulting in 309 valid responses The findings indicated that perceived ease (PE) positively influences electric vehicle adoption intention (EVADINT), while effort expectancy (EE) and social influence (SI) do not significantly relate to EVADINT Additionally, facilitating conditions (FC), habit (HM), and EVADINT positively affect one another, while no significant relationship was found between EVADINT and habit behavior (HB) Furthermore, perceived value (PV) significantly predicts future consumer decisions to adopt EVs, and personal norm (PN) plays a crucial role in environmentally friendly actions, with strong support for the theories regarding attitude change (AC) and action readiness (AR) related to PN.

2.2.3 Unconventional green transport innovations in the post-COVID-19 era A trade-off between green actions and personal health protection - Anwar el al (2023)

Anwar et al (2023) explore the intention of urban residents to transition to public transportation in the post-COVID-19 era by integrating the Push-Pull-Mooring (PPM) model with institutional theory The study offers valuable insights into the individual factors influencing the decision to adopt public transport.

This study aims to explore the impact of individual and institutional factors on the intention to use public transportation in the post-pandemic era It focuses on two key research questions: the influence of these factors on commuters' adoption of public transportation following the COVID-19 pandemic, and the moderating effects of health concerns and psychological trust on the relationship between these factors and consumers' intentions.

The Push-Pull-Mooring (PPM) theoretical framework is utilized to analyze how individuals' behaviors shift between options due to various institutional, environmental, psychological, and contextual influences (Sajjad et al., 2020) This framework is especially pertinent in scenarios requiring a trade-off between mobility and vulnerability, such as the COVID-19 pandemic (Black et al., 2013) To explore the external factors affecting the intent to transition to public transportation, the study incorporates institutional theory, which examines how normative and regulatory contexts shape social behavior (Christensen et al., 1997) This theory outlines the conditions necessary for acceptance and sustainability through regulative, normative, and cognitive perspectives By leveraging the PPM model's flexibility, the study identifies push factors as the regulative environment and affordability, pull factors as green self-identity and normative environment, and mooring factors as choice uncertainty and hygiene concerns, ultimately proposing a specific model based on empirical evidence and prior research.

Figure 2.3: Research model by Anwar et al (2023)

A study conducted in urban areas of the United States focused on respondents who primarily use private vehicles for transportation, gathering a total of 668 valid responses The research identified push factors, such as the regulative environment and affordability, as significant influences on individuals' intentions to switch to public transportation Additionally, the study highlighted pull factors, including the normative environment and green self-identity, with the latter notably enhancing the intention to adopt public transport due to its role in fostering environmental responsibility Furthermore, choice uncertainty and commuters' hygiene concerns were recognized as mooring factors, with choice uncertainty emerging as a crucial element affecting users' switching intentions.

2.2.4 Between green and gray: Smog risk and rationale behind vehicle switching - Sajjad et al (2020)

Sajjad et al (2020) conducted a pioneering study utilizing the Push-Pull-Mooring (PPM) framework and Institutional Theory to examine the factors influencing individuals' intentions to transition from motorized vehicles to green vehicles By integrating the PPM model with institutional theory, the research highlights the impact of both formal and informal social and political influences at various levels—micro, macro, and meso This groundbreaking study offers valuable insights into consumer behavior regarding the switching intention (SI) for green vehicles, presenting new implications through its proposed hypotheses.

Mooring (MO) I MJ ■ AĨ1 Switching Intentions I$1) >

Figure 2.4: Research model by Sajjad et al (2020)

A study conducted in China involving 550 participants ultimately analyzed 334 valid responses It identified push factors such as Smog Knowledge (SK), Smog Health Risk (SHR), and Regulative Environment (RE), with only SHR showing a significant positive impact Additionally, the study introduced Alternative Attractiveness (AA) and Normative Environment (NE) as pull factors, revealing a strong positive relationship with Satisfaction Index (SI), particularly highlighting AA as the more influential factor Mooring factors, including Self-efficacy (SE) and Switching Cost (SC), were also examined, with findings suggesting that Pull and Mooring effects play a more critical role than Push effects in moderating the relationships among the various factors and SI.

This study examines how micro-level factors, including knowledge, risk concerns, the appeal of alternatives, and self-efficacy, shape individual perceptions These perceptions, in turn, are used to predict macro-level decisions regarding the adoption of green vehicle systems aimed at reducing smog The research captures the meso-level impacts of new energy, renewable energy, and social contexts.

2.2.5 Other prior studies on EV

Numerous studies on electric vehicles (EVs) highlight the growing importance of sustainable transportation This extensive research underscores the ongoing concern and commitment to advancing EV technology and its adoption The findings are summarized in the table provided by the author.

Table 2.1: other prior studies on EV

Study Theory Constructs Country Vehicle type

UTAUT Performance expectancy (PE), effort expectancy (EE), social influence (SI), technophilia, perceived environmental knowledge (PEK), purchase intention

Malaysia EV The effect of PE,

EE, SI, PEK and Technophilia on purchase intention has been positive and significant

Consumer motivation can be influenced by enhancing consumer awareness and knowledge towards the features of EVs.

NAM Awareness of consequences (AC), ascription of responsibility (AR), personal norms

(PN), perceived consumer effectiveness (PCE), perceived complexity (PC), perceived price (PP), intention to adopt

China EV The impact of PN on the intention to adopt EVs is moderated by external costs

The monetary cost of pp was identified as a negative moderating factor in the impact of personal norms on consumers' intentions to adopt EVs.

The moderating influence of perceived complexity (PC) on the relationship between perceived novelty (PN) and the intention to adopt electric vehicles (EVs) is generally positive However, this moderation effect is not significant in medium-complexity situations, while it turns negative in high-complexity scenarios.

Both AC and AR have a positive influence on personal norms

TAM Perceived usefulness (PU), perceived ease of use (PEOU), social influence (SI), and facilitating condition (FC), intention to use AVs

RESEARCH METHOD

Research Process Design

In the current thesis, the mixed method was chosen, including both qualitative (step

The study employed both qualitative and quantitative methods to enhance the clarity and validity of the questionnaire, as illustrated in Figure 3.1 Initially, a literature review was conducted to adopt appropriate measurement scales for various constructs, including perceived environmental threats, health risks, and green advertising, while making minor adjustments to fit the current study's context Subsequently, a questionnaire was developed and refined to ensure clarity prior to its finalization and distribution.

The second step of the research involved conducting a large-scale online survey, followed by data analysis using SmartPLS 4 Initially, the measurement model was evaluated for reliability through Cronbach’s alpha and composite reliability, while convergent validity was assessed using indicator reliability and average variance extracted (AVE) Discriminant validity was examined with the Fornell-Larcker criterion and the Heterotrait-Monotrait Ratio (HTMT) Subsequently, the structural model was analyzed based on various criteria, including VIF values to address collinearity, SRMR for model fit evaluation, and R-square values for assessing the predictive power and relevance of the research model To test the hypotheses, a bootstrapping procedure with 1,000 samples was employed to evaluate direct, mediating, and moderating effects, as detailed in Figure 3.1.

- Reliability (cronbach's alpha and composite reliability).

- Convergent vality (indicator reliability and average variance extracted - AVE).

- Tile collinearity issues (VIF value).

- The predictive power (R-square) and effect size (f-square)

Qualitative research

Qualitative research is a crucial initial step in the research process, allowing teams to analyze previous studies and refine their ideas using secondary data sources This process helps in developing a specific research model through expert discussions and group meetings, which guide the creation of a quantitative survey questionnaire Our team conducted in-depth interviews with an Economics expert and held focus group discussions with two groups totaling 10 participants—6 university students in Group 1 and 4 working individuals in Group 2 These insights will inform necessary adjustments to enhance the relevance of the research model.

From there, the group obtained the following results:

We have interviewed a lecture of KQM Faculty, meeting directly at UEH, here are the result:

Question 1: In your opinion, what factors influence the switching intention to EVs? And how do they affect? Which factor is the most important?

Electric vehicles (EVs) offer significant benefits, particularly as public awareness of environmental protection grows This shift towards green development reflects society's commitment to safeguarding our planet By adopting EVs, individuals can actively contribute to a healthier living environment and enhance their own well-being.

In today's fast-paced lifestyle, electric vehicles (EVs) offer exceptional convenience for commuting to work, school, or sports activities Their compact and luxurious design allows for easier navigation through congested traffic, particularly during rush hours Consequently, the decision to adopt an electric vehicle goes beyond mere aesthetics; it reflects a fundamental value of efficiency and practicality in urban mobility.

In the 4.0 era, individuals are increasingly influenced by others through various communication channels like Facebook, YouTube, and TikTok, providing abundant resources to help them achieve their goals.

Question 2: In your opinion, why perceived environmental threats and health risk affect switching intention?

In the 4.0 era, marked by global greening and advancements in science, technology, and communication, it is crucial for individuals to recognize the negative impacts and risks to the environment and health This heightened awareness serves as a catalyst, motivating individuals to transition to electric vehicles (EVs) for a more sustainable future.

Question 3: In your opinion, how do the regulative and normative environment affect consumers' switching intention to EVs?

The regulatory environment promoting electric vehicles (EVs) significantly influences consumer psychology, serving as a motivation for individuals to adopt EV usage Furthermore, as awareness of sustainable transportation grows, more individuals transition to EVs, positively affecting the perceptions of others This ripple effect encourages additional individuals to change their behavior and embrace electric vehicles.

Question 4: VinFast EVs are becoming well-known What do you think the way VinFast uses to make the most of green advertising?

VinFast's effective green advertising significantly enhances public awareness of sustainable transportation options, contributing to environmental protection As a result, the company has successfully connected its electric vehicle offerings with consumers Today, VinFast stands out as one of the leading electric vehicle brands that consumers think of first.

Question 5: What barriers prevent people from switching to EV?

A significant barrier to the adoption of electric vehicles (EVs) in Vietnam is the limited access to charging stations Many potential EV users express concerns about the availability of public charging options, particularly for long-distance travel While VinFast has established a charging infrastructure across all 63 provinces, accessibility remains an issue, creating hesitation among consumers considering the switch to electric vehicles.

Cost is a significant barrier to the adoption of electric vehicles (EVs), as they typically have a higher upfront price compared to internal combustion engine vehicles (ICEVs) While the urgency to address environmental issues is valid, many consumers prioritize the cost-effectiveness of EVs versus ICEVs, creating challenges in their decision-making process.

Question 6: From your viewpoint) are there any factors that affect people switching intention ?

Awareness of the environmental consequences of Internal Combustion Engine Vehicles (ICEVs) plays a crucial role in influencing personal norms and encouraging the adoption of Electric Vehicles (EVs) As individuals become more conscious of the negative impacts of their choices, they develop a sense of responsibility that drives them to seek sustainable alternatives Recognizing their role in contributing to environmental harm can motivate individuals to adjust their behaviors and embrace cleaner transportation options like EVs.

Our group searched and asked 9 questions to 2 focus groups Here are the results:

Question 1: Do you use EVs? Do you intend to use EVs?

Both groups, despite having no prior experience with electric vehicles (EVs), are knowledgeable about them All interviewees express a strong intention to adopt EVs in the near future, motivated by their potential benefits and a growing awareness of the urgent environmental issues we face.

Question 2: What factors may affect your switching intention to EVs?

Both groups believe government policies, threat perceptions, and charging infrastructure will be factors influencing the shift to EVs.

Different groups are influenced by various factors when it comes to their behavior and awareness of electric vehicles (EVs) The first group prioritizes price and social impact as key considerations, while the second group focuses primarily on the performance of EVs to ensure they align with their requirements.

Question 3: How can you approach EVs information?

Both groups are known through online methods such as social networks, websites of brands and advertisements Besides, they also promote EVs through offline forms such as outdoor billboards.

Question 4: How does the Green Advertising of EVs influence your switching intention ?

Both groups believe that Green Advertising for electric vehicles (EVs) will increase consumer awareness and foster a sense of responsibility towards environmental protection Additionally, it will educate consumers about the advantages of EVs, ultimately encouraging them to consider making the switch.

Question 5: Is your buying intent on EVs influenced by the awareness of perceived environmental threats and perceived health risks?

Both groups acknowledge that their intention to purchase electric vehicles (EVs) is influenced by their awareness of environmental threats and health risks They believe that EVs can provide environmental benefits, such as reducing noise pollution and carbon dioxide emissions, ultimately contributing to better health protection.

Question 6: Do your relatives, friends think you should switch to EVs? Do they love it or do they use EVs?

Many individuals in both groups have family members or friends encouraging them to transition to electric vehicles (EVs), influenced by the growing popularity of EVs among their peers and the common use of services like Xanh for travel.

SM - which is an EV - technology motorbike taxi.

Question 7: Do government regulations motivate you to switch?

DATA ANALYSIS AND RESULTS

Sample description

An online survey was conducted with 361 participants who met the study's criteria The collected data was coded and analyzed using SPSS software The statistical results are presented in Table 4.1.

Source: Analysis results from SPSS software by authors.

About gender: The obtained results include 178 male participants, accounting for

The survey included 49.3% male participants and 50.7% female participants, totaling 183 women, which reflects a gender distribution that is consistent with Ho Chi Minh City's demographics (approximately 48.7% male and 51.3% female) This balanced representation enhances the relevance of the survey findings, particularly in understanding the target groups' intentions to transition to electric vehicles (EVs).

About age: Survey participants aged 18 to 25 constitute the majority at 78.1%

The age group of 26 to 34, primarily consisting of university students, represents 16.6% of participants, showcasing their dynamism and eagerness for new experiences This younger generation demonstrates a strong awareness of sustainable development, making their engagement in the survey meaningful In contrast, individuals aged 35 to 45 account for 4.2%, characterized by stable employment and informed spending decisions, despite the higher costs of electric vehicles (EVs) compared to internal combustion engine vehicles (ICEVs) Participants over 45 represent just 1.1%, largely due to the survey's focus on younger individuals, who tend to prefer stability and familiar activities Overall, these findings reflect an objective understanding of the age demographics involved.

A recent survey reveals that the majority of participants hold a university degree, totaling 315 individuals and representing 87.3% of the respondents In contrast, 25 participants possess a college degree, making up 6.9% of the total Additionally, 12 individuals, or 3.3%, have other educational qualifications, while those with a master's degree account for 9 participants, constituting 2.5%.

In a recent income analysis, it was found that 80.3% of individuals earn below 10 million VND, totaling 290 people Those earning between 10 and 15 million VND comprise 9.1% of the population, with 33 individuals Additionally, 6.9% of individuals, or 25 people, fall within the income range of 16 to 20 million VND per month Finally, only 3.6% of the population, amounting to 13 individuals, earn above 20 million VND.

About driving license: Individuals with a driver's license are 303, accounting for

Having a driver's license is crucial for convenient transportation, as evidenced by 83.9% of licensed individuals showing a greater inclination to transition to electric vehicles (EVs) In contrast, only 16.1% of the population, represented by 58 individuals without a driver's license, are less likely to consider making the switch to EVs.

Assessment of measurement scales

4.2.1 Test for the quality of observed variables (Outer loading) rhe first step in evaluating a measurement model involves testing the Outer Loading According to Hair et al (2017), the outer loading factors of observed variables must reach a value greater than 0.6 for these observed variables to be used as a measure for a specific concept, because they indicate that the latent variable solves explains more than 50% of the variation in observed variables.

Figure 4.1: Outer loading from measurement model

Source: Analysis results from Smart PLS software by authors.

Figure 4.1 demonstrates that all concepts satisfy the Outer Loading criteria, as the observed variables exceed a value of 0.6 (Hair et al., 2017), indicating their suitability for further research.

In quantitative research, conducting a reliability test to assess the internal consistency of observed variables is essential This involves using Cronbach’s Alpha and Composite Reliability, with acceptable thresholds set at 0.7 (Hair et al., 2017) Additionally, convergent validity for the constructs under study is confirmed, meeting the minimum requirement of indicator loadings above 0.5 and average variance extracted (AVE) values exceeding the cut-off point of 0.5.

Table 4.2: Reliability, composite reliability and average variance extracted

Cron bach's alpha Composite reliability (rho.al Composite reliability (rho_c) Average variance extracted (AVE) 1

Source: Analysis results from SmartPLS software by authors.

The analysis results indicate that all factors demonstrate reliability, with Cronbach’s Alpha values ranging from 0.720 to 0.803, exceeding the acceptable threshold of 0.7 Additionally, the composite reliability (CR) for all factors is satisfactory, as all coefficients are above 0.7 Furthermore, the total variance extracted (AVE) coefficients also meet the testing requirements, ranging from 0.545 to 0.712, and are greater than the recommended value of 0.5.

Fornell and Larcker (1981) emphasize that latent variables should be assessed categorically, ensuring that the square root of the Average Variance Extracted (AVE) for each latent variable exceeds the correlations among all latent variables in the model.

AC AR GA GPV Inertia IB NE PET PHR PE PN RE SI sc

Source: Analysis results from SmartPLS software hy authors.

Note: AC: Awareness of Consequences, AR: Ascription of Responsibility, GA: Green Advertising, GPV:

The perceived value of green initiatives is influenced by various factors, including infrastructure barriers (IB) that hinder accessibility, the normative environment (NE) shaping societal expectations, and perceived environmental threats (PET) that raise awareness of ecological issues Additionally, individuals assess perceived health risks (PHR) associated with their choices, while performance expectancy (PE) reflects the anticipated benefits of adopting sustainable practices Personal norms (PN) play a crucial role in motivating environmentally friendly behavior, alongside the regulative environment (RE) that establishes guidelines and policies Ultimately, switching intention (SI) and switching costs (SC) significantly impact individuals' decisions to transition towards greener alternatives.

To enhance the reliability of the discriminant validity of the latent variables in the model, the author conducted an analysis of the HTMT values, with the findings presented in Table 4.4.

PCT PC PN Rỉ ỈI SC

0.599 ftỏoị MS5] SsS1 ttằ| M7?| ~0,W)i - 1 1 1 inertia X NE 0,345 O.22?i C.159Í a249 0.0Õ6Ỉ ojw| 0.226 1 ÕĨŨ1 awi 0.1911 aw ÕÕŨ iwtuxPH ^9LLJ 0 2 7 6 0.2 44 inertia X NE Ị Q.ơnỊ 0.OI21 0,103 0.0821 0.030 0.0s ?| QjBa] 0088 0.3161 0.092 C.C92 0,000 0,04^ 0.597 inert 13 X PHR 0,051) 0.20CỊ

•red* • Pt 0.315 ạxg| 0,14?i 0,227 L qi6!i 0.113 A!ằ| O.222J i 0.253 Mằ| 0,652 1 0673 _ 0622

Source: Analysis results from SmartPLS software by authors.

Understanding the interplay between awareness of consequences (AC) and the ascription of responsibility (AR) is crucial in green advertising (GA), as it influences consumers' green perceived value (GPV) Infrastructure barriers (IB) can hinder the effectiveness of green initiatives, while the normative environment (NE) shapes personal norms (PN) that drive behavior Perceived environmental threats (PET) and perceived health risks (PHR) further motivate consumers, impacting their performance expectancy (PE) and switching intention (SI) Ultimately, the regulative environment (RE) and associated switching costs (SC) play significant roles in determining consumer choices and fostering sustainable practices.

The results of table 4.4 show that the HTMT value is all less than 0.9, so the discrimination guaranteed, the scales have discriminant validity (Henseler et al., 2014).

Assessment of structural model

To evaluate the structural model suggested by Hair et al (2017), we first examined the collinearity among the predictor variables The VIF values, all below 5.0 (refer to Table 4.5), indicated that collinearity was not a significant issue.

Source: Analysis results of SmartPLS software by authors.

Awareness of consequences (AC) plays a crucial role in shaping consumer behavior towards green advertising (GA) and green perceived value (GPV) The ascription of responsibility (AR) influences individuals' personal norms (PN), which are affected by perceived environmental threats (PET) and perceived health risks (PHR) Infrastructure barriers (IP) and the normative environment (NE) can hinder the transition to sustainable practices, while the regulative environment (RE) establishes frameworks that encourage switching intention (SI) despite potential switching costs (SC) Ultimately, performance expectancy (PE) is a significant factor that drives consumers to embrace greener options.

4.3,2 Test for Coefficient of Determination (R2 value)

The coefficient of determination, R², assesses how well an independent variable explains a dependent variable According to Hair et al (2017), R² values of 0.75, 0.5, and 0.25 indicate substantial, moderate, and weak explanatory power, respectively Context plays a crucial role in interpreting R² values, as even a low value of 0.10 can be deemed satisfactory under certain circumstances.

Source: Analysis results from SmartPLS software by authors.

Note: AR: Ascription of Responsibility' GPV: Green Perceived Value, PN: Personal Norm, PE: Performance Expectancy, PN: Personal Norm, SI: Switching Intention

The findings indicate that the all-antecedent variables account for 68.2% of the Switching Intention towards electric vehicles (EVs) The adjusted R² values for the AR, GPV, IN, PE, PN, and SI models are 0.410, 0.080, 0.251, 0.101, 0.263, and 0.682, respectively, demonstrating that the models meet the statistical standards for fit.

The path coefficients and significance of the structural model are shown in Table

At a significance level of p < 0.05, nearly all pathways show statistical significance with positive path coefficients, with the exception of variables H2, HlOa, HlOb, HlOc, Hila, and Hllc The findings indicate that the Perceived Health Risk variable is not accepted and has an influence on Switching Intention, while the majority of other variables are accepted and significantly impact Switching Intention (refer to Table 4.7).

Switching Cost (P=0.445; p < 0001) and Infrastructure Barrier (P=0.017; p < .0001) have a positive influence on Inertia Green Advertising (p=0.192/0.322; p < 05) has a positive influence on Green Perceived Value and Performance Expectancy.

Awareness of Consequences (P=0.641; p < 0001) has a positive influence on Ascription of Responsibility Awareness of Consequences ([5-0.384; p < 0001) and Ascription of Responsibility (P=0.178; p < 05) have a positive impact on Personal Norm.

Perceived Environmental Threats (p=0.136; p < 05), Regulative Environment (P=0.169; p < 001), Green Perceived Value (P=0.108; p < 05), Performance Expectancy (P=0.192; p < 0001), Normative Environment (p=0.204; p < 0001), and Personal Norm (P=0.196; p < 0001) have a positive influence on Switching Intention Inertia (p= -0.066; p < 05) has a negative impact on Switching Intention.

Awareness of Consequences has a stronger effect on Ascription of Responsibility (/2= 0.699) compared to the remainder of antecedent variables (see Table 4.7).

Source: Analysis results from SmartPLS software by authors.

HlOc: IN X RE => SI -0.036 0.385 0.002 Not supported

Hl lb: TN X PE => SI 0.096 0.014 0.013 Supported

Hllc: IN x NE SI 0.013 0.735 0.000 Not supported

In the context of green advertising, awareness of consequences (AC) plays a crucial role in shaping consumer behavior, as it enhances the perceived environmental threats (PET) and perceived health risks (PHR) associated with products Ascription of responsibility (AR) influences personal norms (PN), driving individuals to align their purchasing decisions with their values However, infrastructure barriers (Hi) and switching costs (SC) can hinder the transition towards sustainable choices The normative environment (NE) and regulative environment (RE) further impact consumer perceptions of green perceived value (GPV) and performance expectancy (PE), ultimately affecting their intention to switch (SI) to eco-friendly alternatives.

CONCLUSION AND IMPLICATIONS

Discussion

The decision to adopt electric vehicles (EVs) is complex and shaped by multiple factors This study employs the PPM framework and NAM to analyze individuals' intentions to transition to EVs, highlighting the importance of push, pull, and mooring factors, along with PN, AR, and AC elements The research findings offer valuable insights into these influences on EV adoption.

The push factors influencing individuals' intention to switch to electric vehicles (EVs) include perceived environmental risks and the regulative environment, both of which have a significant positive impact (p < 0.05) While awareness of environmental issues drives individuals towards adopting EVs, the regulative environment plays an even stronger role, as government initiatives effectively promote green transportation Previous research supports this finding, highlighting the regulative environment's ability to foster pro-environmental behavior (Ranta et al., 2018; Sajjad et al., 2020) In contrast, perceived health risks associated with internal combustion engine vehicles (ICEVs) show minimal impact (p > 0.05) on switching intentions Health effects from pollution caused by ICEVs manifest gradually, leading to a lack of immediate concern among individuals Additionally, cultural factors, such as the limited habit of regular health checks in Vietnam compared to countries like Japan, may contribute to the low awareness of health risks, further diminishing their influence on the decision to transition to EVs.

The pull factors influencing individuals' intentions to switch to electric vehicles (EVs) include green perceived value, performance expectancy, green advertising, and normative environment While green perceived value has a minimal impact on switching intentions (f2 < 0.02), it reflects a growing awareness among people, hindered by skepticism about environmental benefits and a lack of personal connection In contrast, performance expectancy significantly enhances readiness to adopt EVs, as individuals view them as superior and more reliable, aligning with previous studies that highlight its role in promoting EV adoption (Bhat et al., 2022; Gunawan et al., 2022; Jain et al.).

2021, Lee et al., 2021, Jaiswal et al., 2021, Wahl et al., 2020a, Thananusak et al., 2017)

The analysis indicates that the normative environment hypothesis significantly influences individuals' intentions to switch to electric vehicles (EVs), particularly among university students who are more susceptible to social influences from peers and family Previous studies, such as those by Manca et al (2019) and Ye et al (2020), support this relationship Additionally, our research highlights the positive effects of green advertising on both performance expectations and green perceived value, enhancing consumer attitudes towards EVs and increasing purchase intentions Notably, we introduce a new hypothesis regarding the impact of green advertising on performance expectations, suggesting that targeted information about EVs can effectively shape consumer expectations, as evidenced by VinFast's advertisements Ultimately, these pull factors positively influence users' awareness and willingness to transition to EVs.

The findings indicate that most of the moderating effects of inertia on push and pull factors are not significant (p < 0.05), suggesting that inertia does not influence the relationship between these factors and switching intention, except for its effect on performance expectancy This conclusion contrasts with previous research, which proposed that inertia serves as a barrier to switching (Lai et al., 2011; Han et al., 2011; Frei and Gan).

In recent years, heightened awareness of environmental and health issues has emerged, particularly in Vietnam, where air pollution and dust contamination have reached alarming levels This growing concern has diminished the barriers of switching costs and infrastructure, making it easier for individuals to consider alternatives.

Green advertising significantly enhances consumers' performance expectancy, particularly in today's technology-driven world where the internet is omnipresent Repeated exposure to advertisements on social networks shapes people's perceptions, as online marketing effectively highlights the benefits of electric vehicles (EVs) This consistent messaging fosters a sense of inertia, reinforcing expectations and influencing intentions Consequently, our findings indicate that inertia positively affects the link between performance expectancy and the intention to switch to greener options.

The analysis reveals that awareness of climate (AC) has a significant positive impact on attitudes toward responsibility (AR) (p < 0.001, f2= 0.699), which subsequently influences purchase intentions (PN) and leads to a higher likelihood of switching to electric vehicles (EVs) This finding aligns with previous research conducted by He and Zhan (2018), Sang et al (2020), and Asadi et al (2021) As environmental pollution rises, individuals become increasingly aware of its consequences, fostering a sense of social responsibility that ultimately drives their motivation to adopt EVs.

Significance

This research offers several theoretical implications, primarily by employing the PPM framework to examine the factors influencing commuters' intentions to switch to electric vehicles (EVs) It enhances the existing literature on shifting intentions by demonstrating how push, pull, and mooring elements within the PPM framework affect this transition, thereby broadening its application in transportation studies Additionally, this research contributes to the Vietnamese transportation infrastructure discourse, addressing the limited use of the PPM framework in local studies Notably, it explores the relationship between green advertising and performance expectancy, highlighting how VinFast, a prominent electric vehicle company in Vietnam, utilizes green advertising to convey the expected benefits of its products, ultimately impacting consumers' performance expectations.

This study enhances the concept of performance expectancy by incorporating the effects of green advertising, a previously underexplored area in existing research The findings indicate that green advertising positively influences public awareness of electric vehicles (EVs), shaping consumer expectations and fostering trust in their performance In Vietnam, for instance, VinFast's green advertising effectively informs potential customers about EVs, thereby boosting their expectations Consequently, heightened performance expectancy encourages a greater willingness to transition to EVs, driven by anticipated features and performance linked to green advertising Overall, this research contributes to a deeper understanding of the emerging factors that influence performance expectancy.

This research highlights the need for governments and policymakers to enhance public awareness of environmental issues to encourage the adoption of electric vehicles (EVs) Individuals who recognize the importance of environmental protection and its impact on health are more likely to choose EVs To facilitate this shift, authorities should implement effective policies, regulations, and laws while launching informative campaigns focused on EVs, energy conservation, emission reduction, and carbon footprint awareness Specific recommendations for these measures will be detailed in section 5.3.

Recommendations

5.3.1 Strengthen close coordination between government ministries

Our study highlights the importance of consumer awareness and responsibility in shaping personal norms, which can assist the government in its initiatives We recommend leveraging social media to effectively communicate the adverse effects of internal combustion engines (ICE), such as environmental degradation, global warming, and the depletion of natural resources.

To effectively promote electric vehicle (EV) adoption, close collaboration among key ministries—such as Transport, Industry and Trade, Finance, and Science and Technology—is essential Each policy should be guided by a specific roadmap tailored to the current context, with ministries conducting field surveys to analyze barriers and leverage existing advantages Additionally, supportive policies for electric vehicle manufacturers must be enhanced to stimulate investment and growth in the industry Continuous monitoring and evaluation of policy effectiveness by government and policymakers are crucial for timely adjustments and improvements.

Current policies encourage the transition to electric vehicles (EVs) by offering several financial incentives From March 1, 2022, electric cars are exempt from registration fees for the first five years, followed by a 50% reduction in registration fees for the next two years compared to gasoline and diesel vehicles Additionally, there is a three-year exemption from license plate fees, with a subsequent 50% reduction for the following two years Furthermore, tax exemptions apply to the importation of components and equipment necessary for electric charging stations, alongside a five-year exemption from land tax and a 50% reduction for the subsequent five years.

5.3.2 Emphasize the environmental threats caused by dust emitted from ICEVs using a variety of approaches

Governments and organizations must highlight the environmental dangers posed by Internal Combustion Engine Vehicles (ICEVs), which emit harmful dust and smoke Specific data on annual emissions from gasoline vehicles should be presented alongside comparisons to other pollution sources to illustrate their significant impact Additionally, statistics on the rising rates of respiratory and cardiovascular diseases, as well as cancer linked to vehicle dust, should be included to underscore the toxic components and their detrimental effects on human health and the environment Utilizing vivid imagery, such as photos of polluted skies and impactful videos, can effectively engage the public Moreover, leveraging social media to disseminate information about the harmful effects of ICEVs and launching awareness campaigns can enhance public understanding of environmental protection Collaborating with social influencers to create relevant hashtags, like #SaveHanoi, can further amplify these messages and encourage community involvement For a substantial public response, decisive action from governments and organizations is essential to stress the urgency of environmental issues and the necessity for concrete solutions.

5.3.3 Improving EVs' quality and perceived quality

Research indicates that the quality of electric vehicles (EVs), including perceived quality and compliance with industry standards, significantly influences individuals' intentions to adopt EVs High-quality electric vehicles, characterized by both aesthetic appeal and robust core performance, leave a lasting impression on potential users.

To enhance perceived value and appeal to consumers, businesses and manufacturers should invest in sophisticated yet luxurious designs for electric vehicles (EVs) By effectively leveraging various media channels, they can better understand consumer needs and preferences, enabling the launch of EVs that cater to a broader audience.

Highlighting the unique features of electric vehicles (EVs) is crucial in encouraging consumers to make the switch While many individuals recognize common benefits like smooth driving and environmental friendliness, as showcased by VinFast's SM green, businesses must emphasize the core advantages of EVs For instance, electric motors boast an impressive efficiency of up to 90%, significantly surpassing the 35% efficiency of gasoline engines Additionally, electric cars offer faster acceleration and greater torque compared to traditional internal combustion engines By focusing on these compelling factors, manufacturers can further develop their electric vehicle offerings and enhance consumer appeal.

5.3.4 Electric vehicle manufacturing enterprises create well-defined and customer- oriented customer service policies

Implementing effective customer service allows businesses to strengthen relationships with customers, improve support, and showcase brand values, leading to increased recognition To encourage the adoption of electric vehicles (EVs), companies should create unique customer service policies that differentiate them from competitors while remaining aligned with customer needs.

Firms can give warranty and maintenance, compulsory civil liability insurance (1

VinFast offers a unique financial support policy for its electric vehicles (EVs), allowing customers to borrow up to 70% of the vehicle's price at a fixed interest rate of 5% for the first two years For the subsequent three years, the interest rate is capped at 8%, ensuring that if the actual rate falls below this threshold, customers benefit from the lower rate, while those facing higher rates only pay the capped amount, with VinFast covering the difference Additionally, the company enhances customer engagement through driving experience events, fostering excitement and encouraging potential purchases VinFast also values its loyal customers by regularly providing gratitude gifts to former buyers, a practice that distinguishes it from many competitors in the automotive industry.

5.3.5 Build an impressive green advertising campaign targeting EVs to help attract individuals to switch to EVs

Advertising effectively attracts a wide range of potential consumers and promotes products or services By investing in advertising, companies can significantly enhance brand recognition and foster a positive brand image in the marketplace.

Launching targeted green advertising campaigns for electric vehicles (EVs) can effectively attract customers and encourage them to adopt EVs These campaigns not only disseminate important information about EVs but also foster a sense of environmental responsibility among consumers, ultimately increasing their intention to switch to electric vehicles.

To create an effective green advertising campaign for electric vehicles (EVs), companies should utilize both Above-the-Line (ATL) and Below-the-Line (BTL) marketing strategies This includes organizing campaigns, contests, and events that highlight the importance of sustainable development through green transportation By leveraging various communication channels such as websites, social media, and television, businesses can effectively promote EVs A notable example is VinFast's strategy during the Paris Motor Show, where they generated buzz before the event, actively promoted during the launch, and sustained discussions afterward These tactics not only showcase the unique features and benefits of EVs but also position them as a top choice for consumers, encouraging a shift towards electric vehicles.

5.3.6 Develop methods to support people getting to charging stations in their living area

VinFast has established charging station infrastructure across all 63 provinces and cities to facilitate electric vehicle (EV) use (VOV, 2023) However, many road users remain unaware of this infrastructure, hindering their transition from internal combustion engine vehicles (ICEVs) to EVs To encourage this shift, both the government and VinFast must enhance customer support by improving awareness of charging station locations This includes installing clear signage on roads and utilizing various media platforms—such as newspapers, social networks, and TV advertisements—to disseminate information about charging stations For instance, VinFast could publish articles detailing the number and locations of charging stations in Vietnam, helping residents understand their accessibility Additionally, integrating charging station information into advertisements about vehicle features would further inform potential customers By highlighting the convenience and availability of charging stations, individuals will be more inclined to consider switching to EVs without concerns about charging logistics.

Businesses must prioritize the development of barrier infrastructure, as VinFast currently plans to keep its charging station system exclusive for the next decade (Vu, 2023) This decision creates challenges for customers of other car manufacturers, while competitors' charging networks in Vietnam remain limited and underdeveloped To enhance the adoption of electric vehicles (EVs), it is essential for companies to invest in expanding and improving charging station systems, ensuring greater convenience for users.

Limitations and directions for further research

The research paper was successfully completed, and the proposed objectives were met; however, the study does have some limitations due to various objective factors.

The study primarily targets university students in Ho Chi Minh City, but the research team acknowledges that the lack of specific stratification in their surveys results in unrepresentative findings To address this, they plan to expand their research to include major cities across Vietnam, such as Hanoi, Da Nang, Can Tho, and Hai Phong Furthermore, with most respondents aged 18 to 25, the team aims to diversify the age groups in future studies, recognizing that different age demographics have varying perspectives and intentions This expansion will enhance the representativeness and relevance of the research outcomes.

Due to time and budget constraints, the research team conducted an online survey with a limited sample size of 361 participants, which may not accurately represent the broader population This limitation affects the overall representativeness and accuracy of the findings Future research should consider expanding the sample size and incorporating direct surveys or interviews to enhance research accuracy.

This study builds upon an existing foundation, incorporating additional factors from prior international research While the original questionnaire was largely maintained, minor modifications were made for contextual relevance However, the translation process has slightly impacted the reliability of the findings Future research should focus on developing more comprehensive questionnaires that align closely with the specific context and objectives of the study to improve reliability.

This study primarily examines the intention to transition from internal combustion engine vehicles (ICEVs) to electric vehicles (EVs), rather than the behaviors related to this shift Future research should explore the behaviors involved in adopting EVs and the benefits associated with their use, reinforcing the idea that choosing EVs is a practical and advantageous decision.

Hair, J.F., Hult, G.T.M., Ringle, C.M and Sarstedt, M., 2017 A primer on partial least squares structural equation modeling (PLS-SEM) Second ed Los Angeles: Sage

In "Heavy-duty vehicles and powertrains: technologies and systems that enable improved air quality and reduced greenhouse gas emissions with enhanced levels of efficiency," Tolley (2022) explores advanced technologies and systems designed to optimize heavy-duty vehicles' performance The focus is on innovations that not only enhance efficiency but also contribute significantly to environmental sustainability by minimizing harmful emissions This comprehensive examination highlights the critical role of powertrain advancements in achieving cleaner air and combating climate change.

The study by Wahl, Hsiang, and Hauer (2020) explores the factors influencing the intention to adopt battery electric vehicles (BEVs) in Germany It identifies key drivers such as consumer expectations, social influences, facilitating conditions, and ecological norm orientation The findings highlight the importance of these elements in shaping consumer behavior towards sustainable transportation solutions This research contributes valuable insights into the adoption of electric vehicles, emphasizing the need for supportive conditions and positive social perceptions to enhance BEV uptake in the market.

Fuel share of CO2 emissions from fuel combustion, 2018 - Charts - Data & Statistics

- IEA (n.d.) IEA https://www.iea.org/data-and-statistics/charts/fuel-share-of-co2- emissions-from-fuel-combustion-2018

Hà T (2023, December 19) Giao thông xanh, di chuyển xanh sè thành hiện thực trong 5-10 năm tới TUOI TRE ONLINE, https://tuoitre.vn/giao-thong-xanh-di-chuyen-xanh- se-thanh-hien-thuc-trong-5-10-nam-toi-20231219133841466.htm ỈQAĨR I First in air quality, (n.d.) https://www.iqair.com/world-air-quality-report

Người dùng đánh giá cao chính sách hậu mãi độc quyền dành riêng cho xe điện VinFast, cho thấy sự hài lòng và tin tưởng vào sản phẩm của thương hiệu này Cộng đồng VinFast toàn cầu đã thể hiện sự ủng hộ mạnh mẽ đối với những nỗ lực cải thiện dịch vụ khách hàng và tăng cường trải nghiệm sử dụng Chính sách này không chỉ giúp nâng cao giá trị sản phẩm mà còn khẳng định cam kết của VinFast trong việc chăm sóc khách hàng.

Cộng đồng mạng đang tích cực chia sẻ hashtag nhằm nhắc nhở mọi người về việc bảo vệ Hà Nội khỏi ô nhiễm không khí Hành động này không chỉ nâng cao nhận thức mà còn khuyến khích mọi người cùng nhau tham gia vào các biện pháp bảo vệ môi trường Việc sử dụng mạng xã hội để lan tỏa thông điệp này cho thấy sức mạnh của cộng đồng trong việc đối phó với vấn đề ô nhiễm không khí tại thủ đô.

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VinFast bàn giao 915 ô tô điện trong tháng 3/2023 - Cộng đồng VinFast Toàn cầu (n.d.) Cộng Đồng VinFast Toàn cầu https://VinFast.vn/VinFast-ban-giao-915-o-to-dien- trong-thang-3-2023/

VnExpress (n.d.) Tlỉóì quen khảm sức khỏe định kỳ cua người Nhật, vnexpress.net https://vnexpress.net/thoi-quen-kham-suc-khoe-dinh-ky-cua-nguoi-nhat-3594193.html

Trạm sạc VinFast đã được triển khai trên 106 tuyến quốc lộ, tạo điều kiện thuận lợi cho người sử dụng xe điện Việc mở rộng mạng lưới trạm sạc không chỉ giúp tăng cường sự tiện lợi cho người tiêu dùng mà còn thúc đẩy sự phát triển của ngành ô tô điện tại Việt Nam Sự hiện diện của các trạm sạc này đóng vai trò quan trọng trong việc khuyến khích người dân chuyển đổi sang sử dụng xe điện, góp phần bảo vệ môi trường và giảm thiểu ô nhiễm.

Việt Nam đang đối mặt với thách thức trong việc phát triển hạ tầng trạm sạc cho xe điện, khiến đất nước có nguy cơ "chậm chân" so với các quốc gia khác Sự phát triển chậm trễ này có thể ảnh hưởng đến việc thúc đẩy thị trường xe điện và giảm thiểu ô nhiễm môi trường Để bắt kịp xu hướng toàn cầu, Việt Nam cần đầu tư mạnh mẽ vào hạ tầng sạc và các chính sách hỗ trợ phù hợp.

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