Green mindset, sustainable mobility: the mediating effect of environmental concern in attitude formation toward electric vehicles in Ethiopia

Purpose Multiple economic, social, and psychological factors shape the shift to electric vehicles (EVs). Grounded on the theory of planned behavior and the technology acceptance model, this research paper aims to investigate the factors influencing public attitudes toward EVs, focusing on price, performance, expected effort, social influence, and environmental concern. Design/methodology/approach A survey-based approach was used, and the hypothesized relationships were tested using structural equation modeling. Data collected from 347 respondents were analyzed using the SmartPLS4 tool. Findings The findings show that EVs’ performance is the main cause of public attitude formation. Social impact also plays a decisive role, while price has a weaker yet positive effect. Effort expectancy shows no significant impact, diverging from predictable technology adoption theories. In addition, environmental concern mediates performance and effort expectancy, but not price or social influence. Practical implications Practically, the results offer valued insights for stakeholders and policymakers. Enhancing EV adoption requires targeted interventions, such as improved infrastructure, financial incentives (green financing), and marketing strategies leveraging social influence to enhance the public’ attitude toward EVs. Furthermore, environmental awareness campaigns can strengthen the link between sustainability beliefs and consumer attitudes, fostering a more receptive market for EVs. Originality/value While previous research focuses on advanced countries categorized by high infrastructure and greater purchasing power, this study fills this gap, centering on developing economies where the factors pose major challenges.