Driving Muslim female riders to go green: switching to eco-friendly e-motorcycles

Abstract

Purpose: This study aims to examine the factors influencing the switching intentions towards e-motorcycles among young Muslim female consumers. The research integrates the theory of planned behaviour (TPB), prospect theory and environmental concern theory, with an additional focus on religious compatibility to enhance the accuracy of predictions. Design/methodology/approach: Data was collected through a survey of 486 young Indonesian Muslim females who currently ride conventional motorcycles. The data was then analysed using partial least squares structural equation modelling (PLS-SEM) to test the proposed relationships. Findings: The findings reveal that practicality, including factors like convenience and safety, is the main driver of the intention to switch to e-motorcycles. This is followed by favourable attitudes towards e-motorcycles and religious compatibility. These favourable attitudes are largely influenced by environmental concerns, practicality, favourable cost-benefit analysis and religious compatibility. Notably, the study did not find significant differences in these relationships between respondents with or without prior e-motorcycle experience. Practical implications: This study offers actionable recommendations for marketers and policymakers to effectively promote sustainable transportation among young Muslim female consumers. By addressing both gender-specific and broader consumer needs, strategies can be developed to enhance the adoption of e-motorcycles. Originality/value: This research contributes to the theoretical understanding of switching behaviour by integrating religious compatibility with established theories. It provides a nuanced perspective on the factors driving e-motorcycle adoption, particularly among young Muslim female consumers, an underexplored demographic in the context of sustainable transportation.