Sapumohotti, K. G.Gunawardane, W. A. D. N. R.2025-06-242025Sapumohotti, K. G., & Gunawardane, W. A. D. N. R. (2025). Effect of Perceived Risk on Purchase Intention of Electric Scooters by Examining the Moderation of Customer Attitudes with Special Reference to Western Province in Sri Lanka. 9th Student Research Conference in Marketing. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.http://repository.kln.ac.lk/handle/123456789/29651Despite the economic and environmental benefits of electric scooters, adoption of e-scooter in Sri Lanka remains limited. The study investigates and bridges the gap by analysing how different types of perceived risk elements impact consumer purchase decisions, as literature on the relationship between perceived risk and purchase intention needs further investigation. A quantitative research approach is utilized to conduct a structured and systematic investigation of the problem. The survey was performed by focusing 386 respondents from the Western Province who were focused via convenience sampling.The survey was shared online, using digital media to reach a larger audience. The research utilized a deductive approach within a positivist paradigm, making it easier to evaluate stated hypotheses through empirical observation. Structural Equation Modeling (SEM) was used to investigate the complicated interactions between perceived risks, purchase intention, and consumer attitudes. The study found that perceived risks had a substantial negative influence on electric scooter buying intentions. Among the five aspects of perceived risk, performance risk and financial risk were the most impactful among prospective buyers. Customer attitudes were discovered as a significant moderator, capable of minimising the negative consequences of perceived risks.The findings were difficult to contextualize due to a lack of previous research on perceived danger in the Sri Lankan e-scooter setting. Despite these limitations, the study adds to the academic literature by describing how perceived risks and consumer attitudes influence purchase intentions. Policymakers may help these initiatives by providing incentives like as subsidies, deductions for taxes, and improvements in charging infrastructure. Targeted ads emphasizing environmental advantages and modernism can reinforce good customer attitudes, increasing adoption rates. These combined efforts, by resolving customer concerns and highlighting the benefits of electric scooters, can help Sri Lanka build its environmentally friendly transportation sector.Customer AttitudesElectric ScootersPerceived RiskPurchase IntentionSustainable TransportationArticle