Factors Influencing Electric Motorcycle Adoption in Indonesia: Comprehensive Psychological, Situational, and Contextual Perspectives

The adoption of electric motorcycles is critical for reducing transportation-related greenhouse gas emissions in Indonesia, which reached 674.54 million t of CO2 in 2023. This study integrates the Theory of Planned Behavior with situational, contextual, and demographic factors to explore the determinants of electric motorcycle adoption intentions and actual usage. Data were collected from 1602 respondents across ten provinces with the highest motorcycle sales using purposive sampling and analyzed through Partial Least Squares—Structural Equation Modeling. Findings reveal that psychological factors—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intentions, while personal moral norms do not. Situational factors such as technology and cost indirectly affect adoption intentions through attitude and perceived behavioral control. Contextual factors show mixed results; government policies effectively shape attitudes and perceived behavioral control, but infrastructure remains inadequate to influence attitudes directly. Demographic analysis highlights gender as a moderating factor, with men showing higher moral-driven adoption intentions. These results imply that the government and manufacturers need to develop the appropriate strategy to foster public interest in adopting electric motorcycles to increase the adoption rate of pro-environmental vehicles. Government policies such as purchase price subsidies, tax reductions, and charging rate discounts can motivate the intention to adopt electric motorcycles. In addition, manufacturers could improve technical performance and reduce the total cost of ownership, such as the purchase price and battery replacement costs.