Abstract
This empirical study investigates customer adoption and preferences regarding green transportation, with a particular focus on managerial and policy implications. Using primary survey data, the research examines how factors such as environmental awareness, cost efficiency, convenience, and the availability of infrastructure influence adoption decisions. The findings reveal that while environmental concern motivates consumer interest, economic incentives and perceived usability play equally critical roles in shaping adoption behaviour. Consumers are more likely to embrace green transportation options when they perceive tangible benefits, such as cost savings, ease of use, and reliable accessibility. The study further highlights the importance of targeted communication strategies, user-friendly platforms, and supportive infrastructure in encouraging sustainable mobility choices. These insights provide actionable guidance for businesses seeking to enhance customer engagement and for policymakers aiming to design effective interventions that accelerate the transition to low-emission transport systems. Importantly, the results suggest that efforts in promoting green transportation are moving in the right direction, as increasing awareness, improved infrastructure, and strategic incentives are positively influencing adoption trends. By addressing both behavioural and structural factors, stakeholders can reinforce the momentum toward more sustainable urban mobility. Overall, this research contributes to a deeper understanding of consumer behaviour in the context of environmentally friendly transportation and underscores the potential for coordinated strategies to foster widespread adoption, thereby supporting global sustainability goals.
Key words Green Transportation, Customer Adoption, Consumer Preferences, Sustainable Mobility, and Environmental Awareness
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