Are consumers ready to adopt electric vehicles? Analyzing the barriers and motivators associated with electric vehicle adoption in India: Policy implications for various stakeholders

Abstract

The present research explores motivators and barriers associated with adopting electric vehicles (EVs) among Indian consumers by examining the relationship among consumers' values, attitudes, reasoning, and intention to buy EVs using the Behavioral Reasoning Theory (BRT) framework. We used a mixed-method approach to conduct this study in two phases. In the first phase, qualitative research (interview methods) with 18 respondents helps to explore the perceived barriers and motivators among consumers while buying EVs. In the second phase, qualitative research findings were used as input to quantitative research (questionnaire survey with 338 respondents). The qualitative study identified the ‘reason for’ (subsidies, environmental self-image, trend, and environmental concern) and ‘reason against’ (trust issues, lack of infrastructure, range anxiety, and high initial cost) of using EVs. The survey findings reported that personal and social values significantly influenced consumers' reasoning and attitude toward the adoption of EVs. The findings also confirmed that environmental knowledge moderated the association between attitude and intention. The study has included values, motivators, and barriers in one framework, adopting BRT that will help to provide a better perspective of the subject under investigation. The findings will give insights to businesses for the faster adoption of EVs in the Indian market.