eng Science and Education Publishing Journal of Business and Management Sciences 2333-4533 2021-11-19 9 4 156 164 10.12691/jbms-9-4-2 JBMS2021942 article Cheng Mei Tung justineatfc@gmail.com 1 Shu-Hsun Ho 2 Department of International Business, Feng Chia University, Taichung City, Taiwan Department of Business Administration, Providence University, Taichung City, Taiwan Consumers¡¯ concerns about the protection of the environment affect their consumption. People in Asian countries generally choose two-wheels scooters for commuting, because they are relatively inexpensive and convenient. Although electric scooters have entered the market with an emphasis on environmental responsibility, their market penetration is still low, and there has been little research on this topic. This study attempts to explore university students¡¯ intent to use electric scooters by using the theory of planned behavior and supplemented with environmental awareness variable in Taiwan. Overall, 500 questionnaires were collected and analyzed using the structure equation model. The results show that environmental awareness has a significant effect on students' attitudes, subjective norms, and perceived behavioral control. Attitude is the strongest predictor of the intent to use electric scooters. The results provide guidance for companies and policy makers to refine further strategy on the marketing of electric scooters. http://pubs.sciepub.com/jbms/9/4/2/jbms-9-4-2.pdf environmental awareness intent to use Theory of Planned Behavior electric scooters attitude