When ‘Fear Factors’ Motivate People to Adopt Electric Vehicles in India: An Empirical Investigation of the Protection Motivation Theory

Deka, C., Dutta, M.K., Yazdanpanah, M., & Komendantova, N. ORCID: https://orcid.org/0000-0003-2568-6179 (2024). When ‘Fear Factors’ Motivate People to Adopt Electric Vehicles in India: An Empirical Investigation of the Protection Motivation Theory. Cleaner and Responsible Consumption 13 e100191. 10.1016/j.clrc.2024.100191.

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Abstract

Climatic extremes have caused immense harm around the world. Its harm in terms of the proportion of people and regions affected continues to increase every single day. Due to people’s psychological distance from such climatic threats, active initiatives are not undertaken for mitigation of its source. Rather, localized short-term solutions are marking a new status-quo. This study examines if fear can be used as a motivator to nudge people away from the psychological distance and motivate them to adopt electric vehicles (EVs). While subsidies and tax rebates are popularly adopted means to boost demand and supply of EVs, monetary incentives are costly to sustain for developing nations, amidst their diverse priorities. Instead, use of motivators like ‘fear’ is cheap, yet not much explored. Using the protection motivation theory, the study interviews 1112 Indian individuals, to examine if fear can nudge EV adoption. Using structural equation modeling and mediation analysis, the study finds that the expectation of personal harm from climatic threats can nudge one to actively mitigate the source of threat. Various aspects of threat and the associated coping processes that need to be triggered sequentially to nudge the formation of a pro-environmental intention to adopt EVs are also outlined.

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