Drivers of electric vehicle adoption: the moderating role of technological innovativeness

Purpose This research examines the drivers of electric vehicle (EV) acceptance in the Kingdom of Saudi Arabia (KSA) by applying the unified theory of acceptance and use of technology (UTAUT) model, contextualized for the EV setting. The study aims to provide insights supporting the transition to sustainable transportation and identifying consumer perceptions and behavioral intentions toward EV adoption. Design/methodology/approach Based on survey data from a convenience sample collected from undergraduate and MBA students in a major university of KSA, the authors use seemingly unrelated regressions to provide novel insights on electric vehicle acceptance. Findings The study shows UTAUT constructs influence purchase intentions and attitudinal outcomes. Results indicate that perceived EV sustainability plays an important role in the relationship between UTAUT constructs and purchase intention alongside attitudes toward EV technology. Technological innovativeness enhances the impact of EV attitude and weakens the effect of perceived EV sustainability on purchase intention. Research limitations/implications The study benefits researchers on sustainable technology acceptance and stakeholders facilitating sustainable transportation shifts. The insights guide the promotion of eco-friendly transportation solutions. Originality/value The research contextualizes and extends the UTAUT model constructs to understand drivers of EV acceptance. The study contributes to understanding sustainable innovation acceptance, considering the mediating role of perceptions of EV sustainability and the moderating role of technological innovativeness in driving purchase intentions.