Can gain motivation induce Indians to adopt electric vehicles? Application of an extended theory of Planned Behavior to map EV adoption intention

Abstract

With the rising demands for personal vehicles of the growing middle class in India, their increasing quest for comfort and social status, the emissions from road transportation are increasing manifold times. To fulfil the dual need of increasing personal demand as well as lower vehicular emissions, it is important to replace all future vehicle purchase with purchase of electric vehicles (EVs). This study analyses the socio-psychological determinants of the process by which an individual might develop an intention to buy an EV in the near future. Using Structural Equation Modeling and mediation analysis, the interrelationships between the Theory of Planned Behavior (TPB) constructs along with three additional constructs, ‘‘cost’, ‘herd behavior’, and ‘personal norm’ are analyzed and several direct and indirect pathways in which intentions possibly form in people's mind are outlined. Subjective norms followed by perceived behavioral control emerge as the significant and direct intention formation pathway. Though cost, herd behavior, and personal norms alone do not influence intention formation, these factors mediates the TPB variables in forming intention to adopt EVs. Hence, the current EV promotion policies, primarily focused on subsidies need to be complemented with other attitudinal and norm-based nudges to promote faster EV adoption in India.