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This paper aims to study the automotive 4.0 context to understand the consumers’ propensity towards high-tech automated cars. The paper analyses the antecedents that lead to the use of innovative vehicles. Theory of planned behaviour (TPB) is adopted and extended by including further constructs, such as environmental aspects and inhibitors.

The advent of smart technologies and the internet of things has given rise to several contributions that look at consumers’ intention towards innovation adoption in the automotive industry. Furthermore, this study rises from the growing interest that sustainable mobility achieved. Based on the previous technology acceptance models and particularly TPB, this paper develops a structured questionnaire. After a pilot survey, the final questionnaire was administered online through email and social media in the Italian context. Structural equation modelling technique has been used for analysing data and testing the conceptual model.

The number of questionnaires filled out was 310, with a sample composed of young adults, characterised by different addiction levels towards technology. The results explain the drivers that lead to accept and adopt high-tech automated vehicles. This topic is still under investigation and offers potential research opportunities, considering the evolution of the market and the consumers’ habits and needs. Future research studies in this area should focus on generalising the present findings in other countries. Moreover, once this technology starts to be adopted, other constructs could be discovered, investigated and included in the model.

Mobility has raised a growing interest with the fast increasing demand for sustainability and growth of innovative solutions embedded in mobility. This research explores the TPB model’s application and the relation between its constructs, environmental aspects, inhibitors and intention to adopt automated vehicles. On this strength, it is possible to identify each construct’s relevance for obtaining social consensus on the market.