Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market

This study examines the antecedents of purchase intention and the relation between purchase intention and image, risk, value, and perceived usefulness in the electric motorcycle market. The paper investigates a number of important questions concerning how image, risk, value, and perceived usefulness affect purchase intention. This article offers suggestions for campaigns aiming at increasing consumer demand for green products, including motorcycles. The technology acceptance model provides a theoretical framework in which to analyze consumer attitudes toward green purchase intentions in the motorcycle market. This study proposes and tests an integrative model to examine relations among service image, risk, value, perceived usefulness, and purchase intention. Structural equation modeling and fuzzy set qualitative comparative analysis (fsQCA) provide techniques for analyzing survey data from 305 potential motorcycle users. Results support the argument that image, risk, value, and perceived usefulness are key determinants of purchase intention. The paper also discusses theoretical and managerial implications of the research findings.