The Influence of Environmental Awareness on Intent to Use Electric Scooters: Perspectives Based on the Theory of Planned Behavior

Abstract

Consumers’ concerns about the protection of the environment affect their consumption. People in Asian countries generally choose two-wheels scooters for commuting, because they are relatively inexpensive and convenient. Although electric scooters have entered the market with an emphasis on environmental responsibility, their market penetration is still low, and there has been little research on this topic. This study attempts to explore university students’ intent to use electric scooters by using the theory of planned behavior and supplemented with environmental awareness variable in Taiwan. Overall, 500 questionnaires were collected and analyzed using the structure equation model. The results show that environmental awareness has a significant effect on students' attitudes, subjective norms, and perceived behavioral control. Attitude is the strongest predictor of the intent to use electric scooters. The results provide guidance for companies and policy makers to refine further strategy on the marketing of electric scooters.