This study examines the determinants that affect ride-hailing service drivers’ inclination to embrace the electric motorcycle program in Indonesia. The study emphasizes the concepts of environmental sustainability and the unexplored opportunities within the electric vehicle market. This study comprises two parts. In Study 1, an open-ended questionnaire survey (N=133) is utilized to identify the reasons for and against participating in the electric motorcycle program reported by the drivers. From the findings from Study 1, in Study 2, the behavior reasoning theory is developed, which incorporates environmental concern as a personal value. The empirical data from Study 2 (N=656) were analyzed using partial least square structural equation modeling, chi-square test, and multi-group analysis. The results suggest a positive and significant relationship between environmental and the reasoning for attitude, subjective norm, and perceived behavioral control. Reasoning factors are perceived as relevant motivations for drivers to participate in the electric motorcycle program. In addition, it is crucial to consider the reasoning against, particularly their relation to subjective norms and perceived behavioral. The results also show a significant association between attitude and perceived behavior control toward the intention to participate in the electric motorcycle program. Furthermore, this study offers insights into ride-hailing service providers, government agencies, and policymakers based on socio-demographic characteristics. These insights could be utilized to encourage drivers to participate in electric motorcycle programs.

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