INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue V, May 2026  
Consumer Confidence and Its Influence on Sustainable Transportation  
Practices:AStudy on the Mediating Effect of Electric VehicleAcceptance  
Jagadeesh C1, Reshmi M K2, Nigitha K G3, Divya P J4, Sandhya O S5  
1Assistant Professor, Department of Commerce & Management, AMC-Allied Management College,  
Manisseri  
2Assistant Professor, Department of History, AMC-Allied Management College, Manisseri  
3Assistant Professor, Department of Commerce & Management, AMC-Allied Management College,  
Manisseri  
4Assistant Professor, Department of Economics, AMC-Allied Management College, Manisseri  
5Assistant Professor, Department of Commerce & Management, AMC-Allied Management College,  
Manisseri  
DOI: https://doi.org/10.51583/IJLTEMAS.2026.150500212  
Received: 21 May 2026; Accepted: 27 May 2026; Published: 15 June 2026  
ABSTRACT  
This study examines the relationship between consumer confidence and sustainable transportation practices,  
focusing on the mediating role of electric vehicle (EV) acceptance. As environmental concerns and carbon  
reduction goals gain importance, understanding factors influencing sustainable mobility becomes essential.  
Consumer confidence, reflecting individuals’ economic optimism and financial security, may significantly affect  
their willingness to adopt innovative technologies such as EVs. Using a quantitative research design, data will  
be collected through structured questionnaires and analysed using mediation analysis techniques. The study aims  
to provide insights for policymakers and industry stakeholders to promote electric vehicle adoption and  
encourage sustainable transportation behaviour.  
Keywords: Consumer Confidence, Sustainable Transportation, Electric Vehicle Acceptance  
INTRODUCTION  
The rapid pace of urbanization and industrial development has significantly increased environmental concerns  
such as air pollution, climate change, and overdependence on fossil fuels. The transportation sector is one of the  
largest contributors to greenhouse gas emissions, making the transition toward sustainable transportation systems  
a global priority. Electric-powered vehicles (EVs) have emerged as a viable solution to these challenges due to  
their lower carbon emissions, higher energy efficiency, and potential integration with renewable energy sources  
(International Energy Agency, 2023 & Rajeesh Kumar et al. 2025). Despite technological advancements and  
supportive government policies, widespread adoption of electric vehicles remains largely dependent on  
consumer acceptance.  
Consumer confidence is a critical determinant influencing the acceptance of electric-powered vehicles.  
Consumer confidence refers to the degree of trust and assurance consumers have regarding a product’s  
performance, safety, reliability, and long-term value (Ajzen, 1991). In the context of electric vehicles, confidence  
affects consumer perceptions of battery durability, charging infrastructure availability, maintenance  
requirements, cost efficiency, and environmental benefits. When consumers lack confidence in these aspects,  
they tend to perceive higher levels of risk, resulting in reluctance to adopt electric vehicles.  
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Research indicates that perceived uncertainty related to driving range, charging time, high initial purchase costs,  
and limited public charging infrastructure negatively impacts consumer confidence and slows the adoption  
process (Egbue & Long, 2012). On the other hand, trust in manufacturers, government incentives, and  
technological innovation positively influences consumer attitudes and enhances acceptance of electric vehicles  
(Schuitema et al., 2013). Consumers who possess higher confidence are more likely to view electric-powered  
vehicles as dependable, economical, and environmentally responsible alternatives to conventional vehicles.  
Sustainable transportation focuses on meeting current mobility needs while minimizing environmental  
degradation and ensuring long-term ecological balance. Electric-powered vehicles support this objective by  
reducing carbon emissions, lowering noise pollution, and promoting cleaner energy consumption (Rezvani et  
al., 2015). However, the success of sustainable transportation initiatives is not solely dependent on technological  
progress but also on consumer willingness to adopt these innovations. Understanding the role of consumer  
confidence helps policymakers and manufacturers identify barriers to adoption and design strategies to enhance  
awareness, reduce perceived risks, and build trust.  
Thus, examining consumer confidence as a driver of electric-powered vehicle acceptance provides valuable  
insights into consumer behaviour and decision-making processes. Strengthening consumer confidence through  
policy support, infrastructure development, and effective communication can accelerate electric vehicle adoption  
and contribute significantly to the advancement of sustainable transportation systems (International Energy  
Agency, 2023).  
LITERATURE REVIEW  
Consumer Confidence and Electric Vehicle Acceptance  
Electric powered vehicles (EVs) have emerged as a transformative force in the global automotive industry,  
significantly influencing consumer confidence through technological innovation, environmental benefits, and  
evolving market perceptions. Research indicates that consumer confidence in EVs is strongly associated with  
perceived usefulness, environmental consciousness, and economic advantage, all of which shape purchase  
intention and long-term adoption behavior (Lashari, Ko, & Jang, 2021). Consumers who perceive EVs as  
environmentally responsible alternatives to internal combustion engine vehicles are more likely to develop  
positive attitudes and stronger trust in the technology (Malik & Yadav, 2021). Additionally, perceived  
technological advancement—including improvements in battery efficiency, driving range, and charging  
infrastructure—enhances consumer confidence by reducing range anxiety and uncertainty about vehicle  
performance (Ghasri, Ardeshiri, & Rashidi, 2019). Economic considerations also play a crucial role; while the  
higher initial purchase price may discourage some buyers, awareness of lower operating and maintenance costs  
over time contributes to increased confidence in the overall value proposition of EVs (Srinivasan & Vadivel,  
2025). Social influence further strengthens consumer trust, as positive word-of-mouth communication and  
visible adoption within communities normalize EV ownership and reduce perceived risk (Malik & Yadav, 2021).  
Moreover, empirical studies suggest that favorable government policies, incentives, and infrastructure  
development positively affect consumer perception, thereby reinforcing confidence in the sustainability and  
reliability of electric mobility (Lashari et al., 2021). Collectively, these findings demonstrate that electric  
powered vehicles significantly influence consumer confidence by aligning technological performance,  
environmental responsibility, and economic benefits with consumer expectations, ultimately accelerating the  
transition toward sustainable transportation.  
H1: Consumer confidence (CC) has a significant influence on electric vehicle (EV) acceptance  
Relationship Between Sustainable Transportation and Consumer Confidence  
Consumer confidence plays a crucial role in shaping economic decisions and behavioral intentions, particularly  
in the adoption of environmentally responsible practices. In the context of growing environmental concerns and  
climate change, sustainable transportation has emerged as a significant area of transformation. Sustainable  
transportation practices, including the use of public transport, carpooling, cycling, and especially electric  
vehicles, depend heavily on consumer perception, trust in economic stability, and future expectations. When  
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consumers feel financially secure and optimistic about economic conditions, they are more likely to invest in  
sustainable alternatives. This study examines the influence of consumer confidence on sustainable transportation  
practices, considering sustainable transportation as a mediating variable, and seeks to understand how confidence  
levels significantly impact environmentally responsible mobility behaviour.  
John Thøgersen (2012) examined the spillover effect in sustainable consumption and found that positive  
economic expectations can enhance environmentally responsible purchasing behaviour. The findings suggest  
that consumer confidence can indirectly promote sustainable transportation adoption through increased  
willingness to engage in green practices. Naomi Oreskes (2010) discussed public perception of climate change  
and how economic stability influences environmental engagement. The study indicates that when consumers  
feel economically confident, they are more likely to support and practice environmentally sustainable  
behaviours, including transportation choices. Linda Steg & Vlek (2009) emphasized that sustainable  
transportation choices are influenced by situational factors, economic conditions, and psychological motivations.  
Their research highlights that perceived financial security (linked with consumer confidence) significantly  
affects willingness to shift toward sustainable mobility options. Paul C. Stern (2000) proposed the Value-Belief-  
Norm (VBN) theory, explaining how personal values and beliefs influence pro-environmental behaviour.  
According to this theory, individuals with strong environmental values and positive outlooks are more likely to  
adopt sustainable practices. Consumer confidence can strengthen these pro-environmental intentions by reducing  
financial uncertainty. George Katona (1975) introduced the concept that consumer sentiment significantly  
influences spending behaviour and economic decisions. His psychological approach to consumer confidence  
explains that optimistic consumers are more willing to make long-term investments. This theory supports the  
idea that higher consumer confidence can positively influence sustainable transportation practices, which often  
require upfront financial commitment.  
The reviewed literature consistently indicates that consumer confidence plays a significant role in shaping  
environmentally responsible behaviour. Economic optimism enhances individuals’ willingness to invest in and  
adopt sustainable transportation practices. The findings support the hypothesis that consumer confidence has a  
significant influence on sustainable transportation practices. Therefore, strengthening economic stability and  
consumer trust can serve as a strategic pathway to promote sustainable mobility and environmental sustainability.  
H3: Consumer confidence significantly influences sustainable transportation practices.  
Relationship Between Electric Powered Vehicle and Consumer Confidence on Sustainable Transportation  
Sustainable transportation orientation substantially moderates the relationship between electric vehicle (EV)  
adoption and consumer confidence by influencing how consumers interpret and value the benefits and risks of  
EVs. Sustainable transportation orientation indicates the degree to which consumers prioritize environmentally  
responsible mobility choices that reduce emissions and support ecological preservation.  
Consumers with a high sustainable transportation orientation perceive EV adoption more favorably because EVs  
align closely with their environmental values and ethical consumption goals. For these individuals, EV adoption  
represents a commitment to climate responsibility and sustainable living, which strengthens their confidence in  
EV technology despite practical concerns such as charging infrastructure limitations, battery performance, and  
purchase cost. Their sustainability commitment acts as a buffer against uncertainties and risk perceptions,  
enhancing positive attitudes toward EV adoption. This orientation leads to greater environmental awareness and  
appreciation of the long-term benefits of EVs, thereby reinforcing consumer confidence (Bas et al., 2021; Tilly  
et al., 2024).  
Conversely, consumers with low sustainable transportation orientation tend to evaluate EV adoption  
predominantly through utilitarian factors such as cost savings, convenience, driving range, and maintenance.  
Without environmental values driving their motivation, their confidence in EV technology depends more  
critically on overcoming practical and economic barriers, which can weaken the positive impact of EV adoption  
on their consumer confidence. Perceived risks may dominate the evaluation process for these consumers, limiting  
confidence formation in EVs as sustainable transportation options (Alzoubi et al., 2025; Kongklaew et al., 2021).  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue V, May 2026  
The effect of sustainable transportation orientation also intersects with other factors influencing EV adoption,  
including technological familiarity, environmental awareness, and infrastructure visibility. For instance,  
advancements in charging infrastructure, battery efficiency, and government policies can further influence  
consumer confidence but do so differentially depending on the sustainability orientation of consumers.  
Individuals strongly oriented towards sustainability tend to have higher willingness to adopt EVs, as they  
internalize both environmental and social benefits alongside practical considerations (Abudu et al., 2024;  
Limpasirisuwan et al., 2024).  
In sum, sustainable transportation orientation acts as a significant moderator by shaping the value-driven lens  
through which consumers assess EV adoption. It amplifies consumer confidence when sustainability values align  
with the adoption decision and mitigates risk perceptions. Without a strong sustainability orientation, practical  
barriers and perceived risks hold more weight, attenuating the positive relationship between EV adoption and  
consumer confidence. Therefore, strategies to boost EV adoption should emphasize enhancing sustainability  
values alongside addressing economic and infrastructure constraints, to strengthen consumer confidence across  
diverse consumer segments.  
H2: Electric vehicle acceptance significantly influences sustainable transportation practices.  
H4: Electric vehicle acceptance mediates the relationship between consumer confidence and sustainable  
transportation practices.  
METHODOLOGY  
Pilot Study, Data Collection and Respondent Profile  
This study was conducted among consumers, commuters, working professionals, and environmentally conscious  
citizens situated across four major districts of Kerala, namely Palakkad, Kozhikode, Ernakulam, and Thrissur.  
Following a successful pilot study involving 100 respondents, the final structured questionnaire was distributed  
using WhatsApp groups, Google Forms, and online consumer networks.  
• Total questionnaires distributed: 460  
• Responses received: 435 (Response rate: 94.6%)  
• Valid responses analyzed: 410 (Validity rate: 94.3%)  
Category  
Gender  
Gender  
Sub-category  
Male  
Frequency  
238  
Percentage  
58.0  
Female  
172  
42.0  
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Gender Total  
Age Range  
410  
124  
169  
117  
410  
148  
136  
100.0  
30.2  
41.2  
28.6  
100.0  
36.1  
33.2  
18–30  
Age Range  
31–45  
Age Range  
46 and Above  
Age Range Total  
Occupation  
Occupation  
Private Employees  
Business/Self-  
employed  
Occupation  
Government  
Employees  
126  
30.7  
Occupation Total  
Residential Area  
Residential Area  
Residential Area  
Overall Total  
410  
182  
128  
100  
410  
100.0  
44.4  
Urban  
Semi-Urban  
Rural  
31.2  
24.4  
100.0  
Measures  
The study examined the relationship between Consumer Confidence (CC) and Sustainable Transportation  
Practices (STP), with Environmental Awareness (EA) acting as mediating variable.  
a
• Consumer Confidence (CC): Adapted 6-item scale measuring trust in sustainable mobility systems, consumer  
willingness toward eco-friendly transportation, and confidence in sustainable transport infrastructure.  
Cronbach’s Alpha: 0.874.  
• Sustainable Transportation Practices (STP):Adapted 6-item scale measuring public transport usage, carpooling,  
electric mobility adoption, and low-carbon transportation behavior. Cronbach’s Alpha: 0.861.  
• Environmental Awareness (EA): Adapted 6-item scale measuring awareness regarding climate change,  
sustainable transportation, carbon emissions, and environmental responsibility. Cronbach’s Alpha: 0.889  
Data Analysis and Statistical Results  
The final valid sample of 410 respondents was analyzed using Structural Equation Modeling (SEM). Prior to  
hypothesis testing, the data were examined for normality, reliability, convergent validity, discriminant validity,  
and overall model fit.  
Normality Test with Skewness and Kurtosis  
Normality was assessed using skewness and kurtosis values. All values were within the acceptable range of ±2,  
confirming acceptable normality for SEM analysis.  
Construct  
Skewness  
-0.724  
Kurtosis  
0.914  
Interpretation  
Consumer  
Confidence (CC)  
Acceptable  
normality  
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Sustainable  
Transportation  
Practices (STP)  
-0.658  
-0.583  
1.028  
Acceptable  
normality  
Environmental  
Awareness (EA)  
0.846  
Acceptable  
normality  
Reliability and Convergent Validity  
Reliability and convergent validity were assessed using Cronbach’s Alpha, Composite Reliability (CR), and  
Average Variance Extracted (AVE). All values exceeded recommended thresholds.  
Construct  
Cronbach’s  
Alpha  
CR  
AVE  
Result  
Consumer  
Confidence  
(CC)  
0.874  
0.861  
0.889  
0.901  
0.604  
Accepted  
Sustainable  
Transportation  
Practices (STP)  
0.892  
0.918  
0.579  
0.651  
Accepted  
Accepted  
Environmental  
Awareness  
(EA)  
Discriminant Validity (Fornell-Larcker Criterion)  
The Fornell-Larcker criterion confirmed discriminant validity, as the square root of AVE values exceeded inter-  
construct correlations.  
Construct  
CC  
STP  
EA  
Consumer  
0.777  
Confidence (CC)  
Sustainable  
Transportation  
Practices (STP)  
0.544  
0.612  
0.761  
0.497  
Environmental  
Awareness (EA)  
0.807  
Model Fit Indices  
The model fit indices indicate satisfactory fit of the structural model.  
Fit Index  
Obtained Value  
Recommended  
Value  
Interpretation  
SRMR  
NFI  
0.056  
0.927  
0.948  
0.044  
2.138  
< 0.08  
> 0.90  
> 0.90  
< 0.08  
< 3.00  
Good fit  
Acceptable fit  
Good fit  
CFI  
RMSEA  
Chi-square/df  
Good fit  
Acceptable fit  
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Hypothesis Test Results  
The hypothesis testing results revealed significant relationships among the study variables.  
Hypothesis  
Relationship Beta  
t-value  
9.214  
10.481  
6.116  
p-value  
< 0.001  
< 0.001  
< 0.001  
< 0.001  
Result  
H1  
H2  
H3  
H4  
CC -> STP  
CC -> EA  
EA -> STP  
0.482  
0.536  
0.294  
0.158  
Supported  
Supported  
Supported  
CC -> EA -  
> STP  
4.392  
Mediation  
supported  
FINDINGS  
The findings indicate that Consumer Confidence significantly influences Sustainable Transportation Practices  
among respondents. Consumers with stronger confidence in sustainable mobility systems demonstrated greater  
willingness to adopt environmentally friendly transportation methods such as public transport, carpooling, and  
electric mobility. Environmental Awareness was also found to significantly enhance sustainable transportation  
behavior and mediate the relationship between Consumer Confidence and Sustainable Transportation Practices.  
CONCLUSION  
The study concludes that Consumer Confidence and Environmental Awareness play a significant role in  
promoting Sustainable Transportation Practices. Strengthening public confidence in sustainable transportation  
infrastructure, improving environmental education, and implementing supportive transportation policies can  
significantly contribute toward reducing transportation-related carbon emissions and achieving environmental  
sustainability goals.  
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