Abstract
The Indian government has announced new emission standards called Bharat Stage 6 (BS6), which are in effect from April 2020. In order to curb the sharp rise in pollution levels in the country, it has become imperative for the government to implement these stringent guidelines. Thus, this study evaluates the switching intention (SI) of Indian consumers from Bharat Stage 4 (BS4) to BS6 compliant vehicles using the theory of planned behavior (TPB). For that, the study proposes a conceptual model that integrates the ruling factors of TPB, namely, subjective norms, perceived behavioural control, and attitude with two additional factors price and green benefits to assess the SI of consumers. Then, the model is tested against the validity and reliability using confirmatory factor analysis, and hypotheses are tested using structural model analysis. An online survey was conducted among 513 Indian consumers who own BS4 or older compliant vehicles to collect data for this analysis. The findings indicate that Indian consumers' SI is significantly and positively impacted by all five constructs: subjective norms, perceived behavioral control, price, attitude, and green benefits. Furthermore, multi-group analysis is performed to check the impact of socio-demographic characteristics such as gender and age on SI.
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