Contemporary Determinants of Consumer Behavior Towards Electric Vehicles in India: Integrating Awareness, Value Perceptions, and Barriers

doi:https://doi.org/10.5281/zenodo.22250267

Advances in Consumer Research

Issue 2 : 1722-1724 doi: https://doi.org/10.5281/zenodo.22250267

Original Article

Contemporary Determinants of Consumer Behavior Towards Electric Vehicles in India: Integrating Awareness, Value Perceptions, and Barriers

Bharath T. S

U. Bhojanna

Research Scholar, Department of MBA & Research Centre, RNS Institute of Technology, Channasandra, Bengaluru – 560098, Karnataka, India; Assistant Professor, SJBIT, Bengaluru, Karnataka, India.

Professor and Dean, Department of MBA & Research Centre, RNS Institute of Technology, Channasandra, Bengaluru – 560098, Karnataka, India.

DOI : https://doi.org/10.5281/zenodo.22250267

Abstract

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....

Keywords

Electric vehicles

Consumer behavior

India

Perceived value

Adoption barriers

PLS-SEM...

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