The transportation sector is the main source of air pollution in Indonesian cities. Pollution can reduce air quality and increase carbon emissions that impact climate change. The Indonesian government has issued regulations to accelerate the migration from internal combustion engine vehicles to electric vehicles to overcome this problem. This research is focused on electric motorcycles (EM) because motorcycles dominate more than 80% of the total vehicles in Indonesia. This paper aims to investigate consumer purchase intention in EM by considering consumer and product views in the Indonesian context. This research develops a conceptual framework by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) and the discrete choice model. This research contributes to considering brand trust factors into UTAUT and integrating consumer and product aspects in developing a hybrid choice model. This study will be conducted on motorcycle owners in Indonesia. The findings from the research will provide the EM purchase intention of Indonesian consumers by considering the analysis of consumer behavior for various EM attributes.