How do the awareness of AI benefits and government subsidies affect green transport adoption: the moderating role of technology interest and engagement

In low- and middle-income countries, the extensive use of internal combustion engine motorcycles contributes to environmental degradation and urban challenges. Electric motorcycles (EMs) present a viable solution, yet their adoption remains limited. While previous research has primarily focused on technological knowledge, less attention has been given to the influence of consumer awareness regarding government subsidies and EMs’ technological advancements on adoption behavior. This study addresses this gap by extending the Value-Attitude-Behavior (VAB) model to include two underexplored constructs: (1) knowledge and awareness of government subsidy policies and initiatives, and (2) knowledge and awareness of AI-driven benefits for EMs. The study also investigates the moderating role of consumers’ technology interest and engagement within the VAB framework. Using data collected in Vietnam and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the results obtained demonstrate that the added knowledge and awareness-related constructs, alongside perceived value, significantly influence the intention to adopt EMs. Additionally, consumers’ technology interest and engagement are found to moderate these relationships. These findings highlight the importance of targeted policies and strategies that address knowledge gaps and leverage consumer engagement to accelerate EM adoption, promoting a sustainable transformation in the transportation sector.