Can Gain Motivation Induce Indians to Adopt Electric Vehicles? Application of an Extended Theory of Planned Behavior to Map EV Adoption Intention

Deka, C., Dutta, M.K., Yazdanpanah, M., & Komendantova, N. ORCID: https://orcid.org/0000-0003-2568-6179 (2023). Can Gain Motivation Induce Indians to Adopt Electric Vehicles? Application of an Extended Theory of Planned Behavior to Map EV Adoption Intention. Energy Policy 182 e113724. 10.1016/j.enpol.2023.113724.

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Abstract

This study empirically examines pathways for formation of intention to adopt electric vehicle (EV) among the middle-class people in India in the near future. With the increasing incomes, and the enhancement of lifestyles, personal vehicles on the road is increasing. To meet the net-zero target by 2070, it is crucial to convert the increasing demand for personal vehicles to a demand for EV. The state of Assam in the eastern region of India has been used as a case study. Using the Theory of Planned Behavior (TPB) and extending it further with ‘herd-behavior’ and ‘cost’, the role of soft gain motivators like norms and attitude is analyzed. Using Structural Equation Modeling and Mediation Analysis, subjective norms are found to be a direct and strongest pathway for formation of intention to adopt EV, followed by perceived behavioral control. Herd behavior is another strong indirect determinant of intention. Cost of an EV is not found to directly influence intention, nevertheless it acts as a mediator for attitude. This study recommends the redesigning of the Indian government EV promotion policies, as those are found to be susceptible to various behavioral bias and might not effectively lead to an intention to adopt EV.

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