Consumer-product attachment framework on electric motorcycle conversion adoption: an integrated choice and hierarchical latent variables

Electrifying the transport sector has become a global priority in response to climate change and air pollution, with electric motorcycle conversion (EMC) emerging as a resource-efficient and cost-effective pathway alongside new electric vehicle purchases. However, EMC uptake has remained slower than expected, and the role of psychological attachment to existing motorcycles has received little empirical attention. This study aims to investigate how the consumer–product attachment affects EMC adoption. Data were collected from motorcyclists in Bali through a choice experiment, along with attitudinal preferences, namely attachment, irreplaceable, self-extension and indispensable, related to consumer–product attachment framework and analysed using an Integrated Choice and Hierarchical Latent Variables model. The results reveal that EMC adoption is shaped by a broader set of factors, extending beyond purchase and operational costs, battery capacity, and charging duration to include conversion time. Adoption patterns are more prominent among low-income motorcyclists and those using older motorcycles. Analysis through the consumer–product attachment framework shows that feelings of indispensability toward an existing motorcycle are closely linked to EMC adoption, with attachment, irreplaceability, and self-extension exerting important indirect influences. Additionally, the impact of the consumer–product attachment framework is found to be asymmetrical across different group of motorcyclists. Younger motorcyclists and owners of newer motorcycles display strong negative direct effects on adoption, but these are partially offset by positive indirect effects arising from irreplaceability and indispensability. Conversely, higher-income riders exhibit positive but lower indirect effects through self-extension, whereas low-income riders show stronger and more consistent associations between attachment-related factors and EMC adoption. Finally, the findings suggests that incentive policies for EMC adoption can be more effective if complemented by campaigns that leverage consumer–product attachment, with a strategic focus on specific socio-economic groups and motorcycle characteristics—particularly low-income riders and owners of older motorcycles.