The modern-day in Thailand is the top 5 of congested traffic problem stuck in the worlds. In addition, the insufficient public transport system and road network, including the lack of public transport, lack of good quality connection and the construction was not uncompleted. Therefore, make many people decide to buy electric motorcycle instead of using cars. This research aimed to better understand the factors influencing effect to willingness to buy for consumer' s adoption toward electric motorcycle, relationship between factors influencing and effect to willingness to buy for consumer’s adoption toward electric motorcycle especially in generation X in Chiang Mai, Thailand and propose the model and development reference for electric motorcycle and suggest recommendations for companies about the consumer purchases electric motorcycle in the future. Moreover, develop a research framework by applying Rational Choice theory related to Thai consumers’ willingness to buy electric motorcycles. SEM approach is being used to examine the research framework. By using the quantitative data collection method through the distribution of questionnaires, a total of 422 respondents were assigned, after which the data was analyzed. It is found out that Adequate range and Charging, Individual environmental awareness, and Perceived Social influence are significantly influences Thai generation X willingness to buy electric motorcycles.

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