Assessing Consumer Perceptions of Electric Vehicles in India Through the Lens of the Theory of Planned Behavior
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The global automotive industry is rapidly shifting towards sustainability, spurred by growing concerns over climate change and urban pollution. As a major automotive market, India is actively encouraging the adoption of electric vehicles (EVs) to reduce environmental impact and strengthen energy security. This study examines the elements that shape consumer intentions to purchase electric vehicles in India, employing the Theory of Planned Behavior (TPB) as a framework. It aims to understand how perceived benefits (PB), total cost of ownership, technological confidence, age, environmental consciousness, and government incentives shape consumer attitudes toward EV adoption. This study conducted a thorough literature review to establish theoretical constructs, which were operationalized using validated scales adapted for the Indian context by employing a quantitative approach. A pilot study refined the survey instrument before a large-scale online deployment, resulting in 932 valid responses. The data gathered from the valid responses was analyzed using SPSS software. The structured questionnaire included demographic information and elements from the TPB model, measured on a 7-point Likert scale. This study provides new perspectives on applying the Theory of Planned Behavior within the Indian context for electric vehicle adoption. The study offers recommendations for policymakers and industry stakeholders to boost electric vehicle adoption, supporting environmental sustainability and energy efficiency objectives both in India and worldwide. The findings revealed that PB of EVs, lower total cost of ownership, technological confidence, environmental consciousness, and government incentives positively influence adoption intentions among potential EV buyers in India. These results emphasize the importance of policy backing and consumer awareness in advancing sustainable transportation solutions.
Behaviorism Consumer Behavior Intrinsic Motivation Motivated Behavior Policy Adoption Public Administration Theory