NONE 20260722100527935 wseas/wseas content-registration-form@crossref.org content-registration-form EARTH SCIENCES AND HUMAN CONSTRUCTIONS 2944-9154 2944-9006 Martina Dwi Kusumaningtiyas Binus Business School Master Program Management Department Binus Nusantara University Jl. Hang Lekir 1 no 6 Senayan Jakarta 10270 INDONESIA Handry Efendi Binus Business School Master Program Management Department Binus Nusantara University Jl. Hang Lekir 1 no 6 Senayan Jakarta 10270 INDONESIA Asnan Furinto Binus Business School Master Program Management Department Binus Nusantara University Jl. Hang Lekir 1 no 6 Senayan Jakarta 10270 INDONESIA Dewi Tamara Binus Business School Master Program Management Department Binus Nusantara University Jl. Hang Lekir 1 no 6 Senayan Jakarta 10270 INDONESIA Autonomous vehicles (AVs) represent the next evolution in transportation. These advanced vehicles utilize high-end sensors, cameras, and artificial intelligence technologies to operate through roadways, avoid obstacles, and carry passengers without the need for other intervetion. Due to this major change, many studies discuss about People behaviour intention that they believe this behaviour intention influence AV acceptance. In the past, many papers highlighted some variable that influence behaviour intention in such as data privacy, trust, AV performance, ethical implication, and hedonic motivation, and they build price as moderating variable. In the other hand how far brand image will influence behaviour intention is not discussed yet. This study examines the critical role of brand image in shaping Behaviour intention in for private car with Theory Acceptance Model (TAM). The study utilized a structured online survey to 159 persons that having car to collect data from a representative sample of consumers in around Indonesia. The model was evaluated with Structural Equation Modelling and the collected data was analysed using Partial least squares structural equation modelling (PLS-SEM) to test the hypothesized relationships between the variables. The result of this study shown that Behaviour Intention has positive influence on Autonomous Acceptance, Brand Image has positive influence on Behaviour Intention, Hedonic Motivation has positive influence on Behaviour Intention. Meanwhile Perceived Data Privacy does not positive influence on behaviour intention. Price Value not become moderating factor for Behaviour Intention to Autonomous Acceptance. Based on that result, several theories & practical implementations are discussed in this paper. 07 22 2026 07 22 2026 73 6 https://creativecommons.org/licenses/by/4.0/deed.en_US 10.37394/232024.2026.6.6 https://wseas.com/journals/eshc/2026/a12eshc-006(2026).pdf Chen, Y., Khan, S. K., Shiwakoti, N., Stasinopoulos, P., & Aghabayk, K. (2023). 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