Factors Influencing Intention to Adopt Electric Vehicles for Commercial Use Among Current Freight Transport Operators in Thailand

The expansion of the transport sector in Thailand has resulted in a continuous increase in greenhouse gas emissions and air pollution. Therefore, promoting the adoption of commercial electric vehicles (EVs) has become an important approach to mitigating environmental impacts and enhancing sustainability. This study integrates the TAM, TPB, and 7Ps frameworks to examine factors influencing the intention to adopt EVs among freight transport operators in Thailand. A total of 876 freight operators were surveyed, and the data were analyzed using a random parameters probit model with heterogeneity in means. The results indicate that environmental motivation, perceived safety, ease of use, reductions in operational costs, social benefits, dealership credibility, and perceived quality-of-life improvement positively influence the intention to adopt EVs. In contrast, gaps between EV attitudes and purchasing readiness, along with over-reliance on promotional and online channels, negatively affect EV adoption intention. Furthermore, perceptions of price appropriateness show heterogeneous effects across respondents, reflecting hidden costs and operational uncertainties. Based on these findings, the study proposes an integrated set of policy measures to support a sustainable transition toward EV adoption in the freight transport sector. These results provide useful guidance for policymakers and freight transport operators in developing strategies and policies that encourage the long-term adoption of electric vehicles in freight transportation.