Investigating the Factors Influencing Consumers’ Purchase Intention for Electric Cars: An Emerging Market Perspective

Abstract

Research attempting to identify factors leading to consumers' adoption of electric cars is limited and inconclusive. Hence this study explores the factors which influence Indian consumers' attitude towards the electric car brands, further leading to brand love and finally resulting in purchase intentions. The mediating role of brand attitude and brand love between the independent variables and purchase intentions is also observed. Descriptive research design was used for the study and data were collected from 539 respondents. The proposed hypotheses were tested using structural equation modelling and Hayes PROCESS method for mediation. The results exhibit that vivacity, online reviews, and accessibility are the top three factors which influence consumers' brand attitude, which results in brand love and further purchase intentions. Brand love was empirically established as a stronger predictor of purchase intentions as compared to brand attitude. The mediating role of brand attitude and brand love was also established.