Determinants of EVs adoption: a study on green behavior of consumers

Abstract

PurposeThis study has a principal objective of exploring and analyzing the factors affecting adoption or acceptance of eco-friendly electric vehicles in India.Design/methodology/approachPrimary data were gathered through a predesigned questionnaire from 355 vehicle owners of Delhi using simple random sampling method. Statistical softwares like SPSS and AMOS were used to analyze the primary data collected for the study. Statistical techniques like exploratory factor analysis, confirmatory factor analysis and structural equation modeling were usesd to infer a meaningful conclusion from the investigation.FindingsThrough this study, a statistically significant relationship between environmental concern, knowledge of EV, subjective norm and attitude toward electric vehicle were investigated. Similarly attitude is responsible for a significant variation in adoption decision.Practical implicationsThe findings of the present study underscore the requirement for marketers to build up a systematic strategy for easier adoption of electric vehicles in India. On account of this, this study developed a model of potential determinants of adoption decision toward EVs in India, based on statistically significant evidences.Originality/valueThis study adds to the body of literature by exploring and testing the factors affecting the adoption of eco-friendly products like electric vehicle that were not emphasized earlier in Indian context and second by growing theoretically consistent operationalization for the marketing of electric vehicles. These upgrades brought about a last model with an unrivaled illustrative power.