Analyzing the Adoption of Green Taxi Services: A Multi-Stakeholder Perspective

Vehicle emissions are a major contributor to urban air pollution, which poses significant health risks and contributes to environmental degradation. Research indicated that electric vehicles (EVs), such as green taxis, produce fewer pollutants than gasoline- and diesel-powered vehicles, offering the potential for cleaner urban environments. However, the widespread adoption of electric taxis is hindered by a disconnect between key stakeholders—researchers, managers, and customers—regarding their roles and expectations. To address this, a hybrid approach, combining Partial Least Squares Structural Equation Modelling (PLS-SEM) and multi-criteria decision-making techniques, specifically the Best-Worst Method (BWM), was employed to identify the key factors driving green taxi adoption in Vietnam. This approach was divided into two phases. Phase 1 utilized the Triple Bottom Line theory to examine the Environmental Behavior Intention of customers. Data in Phase 1 were collected through purposive sampling, involving over 200 participants, and analysed using PLS-SEM method. Phase 2 employed the Best-Worst Method (BWM) model, which considered three main criteria—Environmental, Social, and Economics dimension—to analyse the data. In Phase 2, ten experts, including managers and researchers, were interviewed to gather insights. The findings from Phase 1 revealed that customers’ Environmental Behavioral Intentions were primarily influenced by Environmental Attitudes, Media Influence, Perceived Comfort, and Time Travel Period. In Phase 2, the results indicate that managers prioritized economics factors, while researchers emphasized environmental concerns.