From Thinking Green to Riding Green: A Study on Influencing Factors in Electric Vehicle Adoption

Farrukh Rafiq, Eden Samuel Parthiban, Yaisna Rajkumari, Mohd Adil (), Mohd Nasir and Nikhil Dogra
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Farrukh Rafiq: Department of Business Administration, College of Administrative and Financial Sciences, Jeddah-M Campus, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Eden Samuel Parthiban: Department of Management Studies, NIT Hamirpur, Hamirpur 177005, India
Yaisna Rajkumari: Department of Applied Sciences and Humanities & Management, NIT Delhi, Delhi 110036, India
Mohd Adil: Department of Management Studies, NIT Hamirpur, Hamirpur 177005, India
Mohd Nasir: Mittal School of Business, Lovely Professional University, Jalandhar 144411, India
Nikhil Dogra: Department of Management Studies, NIT Hamirpur, Hamirpur 177005, India

Sustainability, 2023, vol. 16, issue 1, 1-16

Abstract: Recent changes in national and international environmental policy place a lot of emphasis on electric vehicles (EVs) as they reduce ecological damage by eliminating emissions. However, given the products’ novelty, consumers have expressed mixed emotions about EV purchases. Skepticism surrounding EV reliability is a significant concern for potential adopters, primarily due to a lack of essential support. As a result, to resolve the problem of consumers’ mixed emotions toward EVs, it is necessary to understand how consumer environmental concerns (EC), attitudes, subjective norms and perceived behavioral control shape consumers’ intentions. Leveraging the modified and expanded version of the Theory of Planned Behavior (TPB), the current study developed and validated a conceptual model and hypotheses through cross-sectional research. Employing the snowball sampling method, we collected data from 274 respondents via an online survey. The study establishes that social pressure can impact individual ATT, fostering enduring benefits for respondentsʹ EC and behavioral intentions. Consequently, active involvement by EV manufacturers in advocating sustainable consumption is paramount to catalyzing future market growth. Our research is a ground-breaking attempt to determine EV interest among consumers. The nuanced findings hold implications for marketers/practitioners involved on the supply side of the EV business.

Keywords: electric vehicle; purchase intention; theory of planned behavior; uncertainty avoidance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2023:i:1:p:194-:d:1307212

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