This session provides a comprehensive overview of how the Theory of Planned Behavior (TPB) has been applied in empirical studies of electric vehicle (EV/BEV) adoption, and its implications for social marketing. Drawing on research published between 2009 and 2025, the talk synthesizes major behavioral drivers, theoretical extensions, and research gaps, and examines how TPB-based insights might shape message framing, audience segmentation, and campaign design to promote EV adoption.