Electric vehicle adoption toward sustainable transportation solution: key drivers and implications

PurposeThe purpose of this study is to identify and validate the key consumer-related factors influencing consumer attitude toward electric vehicles (EVs) and intention to purchase EVs. The role of consumer attitude in mediating consumer-related factors and intention to buy is also explored in this study. Consumer-related factors considered in this study include environmental orientation (EO), new technology orientation (NTO), social orientation (SO) and perceived monetary benefits (PMB).Design/methodology/approachData for the study were collected from individuals who do not own an EV in Chennai, Tamil Nadu, India. Data were collected from 388 respondents using Google Forms. Convenience sampling technique was used to identify the respondents. Both descriptive and inferential statistics techniques were used to analyze data collected.FindingsThe study identified EO, SO and PMB as antecedents of attitude (ATT) toward EV and NTO, SO and PMB as potential drivers of EV purchase intention (PI). In addition, the authors also observe that EO is fully mediated by ATT toward consumer PI, whereas ATT partially mediates the relationship between the independent variables SO and PMB and the dependent variable PI.Practical implicationsEVs are at the forefront of automotive innovation. Automobile industries producing EVs showcase a commitment to embracing cutting-edge technology, positioning their companies as forward-thinking and technologically advanced. Creating awareness about EV technology, dispelling myths about range anxiety and charging times should be done methodologically. The lower operating costs of EVs and the government policies that reduce the total cost of ownership can lead to faster market penetration. The widespread adoption of EVs can contribute to a nation's economic growth by adding new businesses in the industry, infrastructure development and job creation.Social implicationsThe reduced environmental impact of EVs, such as improved air quality and reduced greenhouse gas emissions, can lead to significant societal benefits in terms of better human health and mitigating the effects of climate change. Governments can leverage these benefits to achieve climate targets and improve public health.Originality/valueStudies about EV diffusion and adoption in India are yet to gain momentum considering the slow penetration of EVs in the Indian automobile market. The Indian Government is enforcing policies and incentives to accelerate the adoption of EVs. However, without understanding the drivers of consumer EV adoption, it is difficult for policymakers to accelerate the growth of the EV market. The present study is one step toward understanding the same in its original sense.