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This study aims to identify the travelers' adoption behavior towards electric vehicles (EVs) using the theoretical background of the Norm Activation Model (NAM) theory. A questionnaire was designed and conducted in Lahore, Pakistan. A total of 402 usable samples were obtained. The collected data were analyzed using factor analysis and Structural Equation Modeling methods. The factor analysis confirmed the hypothesis of the statements designed according to the NAM theory, that is, awareness of consequences (AC), ascription of responsibility (AR), and personal norm (PN). Other factor analyses resulted in the following reliable factors: social and economic values (SEV), personal preferences (PP), willingness to buy (Buy), and willingness to use (Use) of an EV. The results of SEM revealed that the AC, AR, and SEV are significant predictors of PN, whereas the PN and PP are also positive predictors of travelers' willingness to buy and use. The young travelers (≤30 years), motorcycle users, employees, and trip distance (>10 km) have significant and positive correlations with the PN. The car ownership status of travelers has a positive correlation with the ownership and usage of EVs. Suitable behavioral intervention techniques were derived to promote the ownership and usage of EVs in the context of developing regions. [ABSTRACT FROM AUTHOR]