Can self-reliant societies be potential adopters of electric bicycles? Examining the role of sociopsychological influences among the university employees in India

Abstract

Electric bicycles (e-bikes) are gaining popularity globally as green and active modes of transport. Research on e-bike adoption to date has predominantly investigated various extrinsic motivations to use an e-bike, and little is known about the psychological influences. Examining the influence of psychological determinants is crucial to comprehend the unobserved individual and social factors affecting e-bike adoption. This study aims to determine the sociopsychological influences associated with e-bike use among the daily commuters (employees) of two university campuses in India which represent self-reliant societies. The study extends the classic Theory of Planned Behaviour (TPB) framework to account for influences like personal norms, knowledge of e-bikes, and parking anxiety, in addition to fundamental TPB constructs (attitudes, subjective norms, and perceived behavioural control). Results are constructed by a structural equation model (SEM) for a sample of 347 non-users of e-bikes. SEM model indicates that among all TPB constructs, subjective norms are the strongest predictors of intentions to use e-bikes. Both subjective norms and attitudes have a significant positive effect on adoption intentions, whereas perceived behavioural control has a significant negative effect. Personal norms had significant indirect positive effects on e-bike use intentions with fundamental TPB constructs as mediators. Interestingly, parking anxiety (anxiety from missing the car parking spaces) positively, and knowledge of e-bikes negatively influence the e-bike adoption intentions. Further, comparison by psychological influences reveals that a significant difference exists between the perceptions of the two university commuters towards e-bike use, possibly due to the distinct terrain and climate characteristics of the universities. The study findings have implications for designing effective e-bike interventions and awareness programs seeking to promote e-bike adoption, particularly in self-reliant communities.