Factors Influencing Intention to Purchase Electric Motorcycles in Urban India

This study investigates factors influencing urban Indian consumers’ electric motorcycle purchase intentions amid growing sustainable transportation demands. Building on the Technology Acceptance Model (TAM), the research integrates core constructs—Perceived Usefulness, Perceived Ease of Use, and Attitude—with two contextual variables, including Consumer Awareness and Perceived Trust. A quantitative survey was distributed via Google Forms to 153 urban residents across Indian cities, with a GPower analysis confirming adequate statistical power for regression modeling. The findings reveal that Perceived Usefulness, Attitude, and Perceived Trust significantly influence consumers’ purchase intentions, with attitude emerging as the most influential predictor. In contrast, Perceived Ease of Use and Consumer Awareness were not found to have a significant impact. These results suggest that government initiatives like the FAME II subsidy scheme may enhance consumers’ trust and awareness, thereby supporting purchase intentions. These insights also highlight the need for policymakers to reinforce incentive structures and for manufacturers to focus on enhancing product credibility. Marketers should adopt benefit-driven communication strategies to transform consumer awareness effectively into actionable purchase intentions. Together, these efforts can help transform consumer awareness into concrete behavioral intentions, accelerating India’s transition toward sustainable mobility.