Electric vehicles (EVs) are viewed as key enablers of sustainable transportation in emerging economies. Despite technological advances and policy incentives, EV adoption in India remains below expectations. This research analyzes consumer behavior towards EVs, focusing on the roles of awareness, perceived value, and adoption barriers. A structured survey of 312 urban automobile consumers was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that awareness and perceived value strongly predict purchase intention, while infrastructural and financial barriers persist as major deterrents. Implications for policymakers, marketers, and manufacturers are discussed, along with recommendations for future research....
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