Urban-Rural Differences in Electric Vehicle Adoption Intentions: Integrated TAM, TPB, UTAUT with Environmental Identity

Dissakoon Chonsalasin; Thanapong Champahom; Natcha Limpasirisuwan; Sajjakaj Jomnonkwao; Vatanavongs Ratanavaraha

doi:10.28991/CEJ-2025-011-05-010

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Dissakoon Chonsalasin Department of Transportation, Faculty of Railway Systems and Transportation, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand
Thanapong Champahom
thanapong.ch@rmuti.ac.th
Department of Management, Faculty of Business Administration, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand https://orcid.org/0000-0001-6258-496X
Natcha Limpasirisuwan Department of Management, Faculty of Business Administration, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand
Sajjakaj Jomnonkwao School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
Vatanavongs Ratanavaraha School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand

Vol. 11 No. 5 (2025): May

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Objectives: This study examines urban-rural differences in electric vehicle (EV) adoption intentions to inform geographically targeted policy implementation for Thailand's goal of 30% EV production by 2030. Methods/Analysis: We integrated the Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology with environmental identity and trialability constructs. Data from 3,595 respondents (2,311 urban, 1,284 rural) across Thailand were analyzed using structural equation modeling and measurement invariance testing. Findings: Results revealed distinct adoption mechanisms between geographical contexts. Urban areas demonstrated stronger effects in system-related perceptions, with perceived ease of use more strongly influencing perceived usefulness (β=0.631 vs. 0.587) and perceived usefulness having a greater impact on behavioral intention (β=0.445 vs. 0.353). Rural areas showed stronger influences of individual characteristics and social factors, with personal innovativeness more strongly affecting attitudes (β=0.216 vs. 0.157) and environmental identity showing greater impact on perceived ease of use (β=0.350 vs. 0.291). Novelty/Improvement: This research uniquely combines established technological adoption theories with geographical context analysis, providing evidence-based recommendations for differentiated EV promotion strategies that address the specific challenges of urban and rural environments in developing countries.

Doi: 10.28991/CEJ-2025-011-05-010

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Publication Start Year:	2015
JCR 2023 Impact Factor (IF):	4.3
JIF QUARTILE:	Q1
SJR 2023 Quartile:	Q1
Acceptance Rate:	27%
Review Speed (Average):	76 days
Issue Per Year:	12
Number of Volumes:	10
Number of Issues:	107
Number of Articles:	1552
Number of Reviewers:	3417
Number of Contributors:	3604
Contributing Countries:	86
No. of WoS Citations:	7986
WoS h-index:	34
Scopus CiteScore:	7.0
No. of Google Citations:	17324
Google h-index:	47
Google i10-index:	393
Abstract Views:	5,819,908
PDF Download:	3,790,637

Urban-Rural Differences in Electric Vehicle Adoption Intentions: Integrated TAM, TPB, UTAUT with Environmental Identity

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