Factors affecting the intention to use the electric ride-hailing service Xanh SM: a case study of university students in Ho Chi Minh City

Abstract

Air pollution poses a significant threat to human health and the environment, Vietnam being one of the 11 nations with the worst air pollution in the world. With the widespread adoption of green consumption, everyone is embracing sustainable practices. One noteworthy example is Xanh SM - an electronic ride-hailing service. This study aims to investigate the factors influencing the intention to use Xanh SM among university students in Ho Chi Minh City. The research draws on the Theory of Reasoned Action, Theory of Planned Behavior, and the Technology Acceptance Model to explore the impact of environmental awareness, subjective norms, perceived ease of use, effective outcome, promotional benefits, and perceived usefulness on the intention to use electric ride-hailing services. A mixed-method approach will be conducted, including a quantitative survey and qualitative interviews, to gain a comprehensive understanding of the factors driving the intention to use electric ride-hailing services. The findings of this research will contribute to the development of strategies and plans to enhance the intention of using Xanh SM electric ride-hailing services among university students in Ho Chi Minh City.