Using diffusion of innovation framework with attitudinal factor to predict the future of mobility in the Indian market

Rising temperatures across the world is posing a serious challenge to the longevity of earth's natural cycle. Use of private and conventional cars is growing year by year as standard of living continues to increase and affordability remaining no more of an issue for a significant proportion of the population. However, there has been a growing voice from segments of the society for a behavioural shift towards more sustainable modes of transport like usage of electric vehicles (EVs), mobility sharing and rental services and public transportation powered by electricity. One of the biggest importers of foreign crude oil, India, is reeling under immense pressure to reduce its carbon dioxide emissions and thereby contributing to environment protection. In India, the statistics or stock of EVs continues to remain poor when compared to its counterparts like China. Hence, this study is conducted to predict the influence of factors on purchase intention of consumers with respect to EVs in the Indian context. A questionnaire was prepared and circulated in New Delhi region to gather the responses people hold about this new technology based on the diffusion of innovation framework. The data of 225 respondents was analysed with the help of SPSS and AMOS software. Structural equation modelling technique was applied to test the hypotheses of this research. The results indicate that attitude has the most influential impact on purchase intention followed by related advantages but consumers also believe EVs to be complex in terms of their usability, limited availability and the absence of required public charging infrastructure. The mediating role of attitude between determinants of diffusion and purchase intention was also established except in the case of complexity. This study is contemporary and adds to the limited literature available on EV adoption in the Indian market by integrating attitudinal factor within the DOI framework. It also provides suitable insights to further the development of EVs in the domestic and global market.

Automated summary

Rising temperatures pose a serious challenge to the earth's natural cycle, and the increasing use of cars has led to a call for more sustainable modes of transport like electric vehicles. However, the adoption of electric vehicles in India lags behind countries like China. This study examines the factors influencing consumers' purchase intention of electric vehicles in India and finds that attitude has the most influential impact, followed by related advantages. Consumers also perceive electric vehicles as complex in terms of usability and availability of charging infrastructure. The study provides valuable insights for the development of electric vehicles in both domestic and global markets.