Actions for Sustainable Development Goals: Integrating the Theory of Planned Behavior to Predict Electric Vehicle Purchase Intentions in an Emerging Market Context

The transition to electromobility and the intention to purchase electric vehicles have attracted growing interest amid concerns about the environmental impacts of the transport sector. Although consumer behavior toward electric vehicles is widely examined through psychosocial factors, the literature highlights a gap in integrating individual determinants with broader macro-normative dimensions, particularly in emerging markets. Therefore, the objective of this study is to empirically analyze the influence of the Theory of Planned Behavior (TPB) and the Sustainable Development Goals (SDG 11, 12, and 13) on consumers’ intention to purchase electric vehicles in Northeast Brazil. The findings demonstrate that all TPB constructs, including attitude, Subjective Norm (SN), and Perceived Behavioral Control (PBC), positively influence adoption intention, with a strong emphasis on Pro-environmental Attitude. Furthermore, the SDGs function as complementary normative motivators, indicating that recognizing electric vehicles as solutions for sustainable cities, responsible consumption, and climate action also increases purchase intention. As its main theoretical contribution, the study demonstrates that the constructs of the Theory of Planned Behavior and sustainability-related perceptions associated with SDG 11, SDG 12, and SDG 13 are all significant predictors of consumers’ intention to purchase electric vehicles. In practical terms, the study provides actionable insights for public policy and management strategies aimed at accelerating the transition to low-carbon mobility.