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Determinants of EVs adoption: Electric

vehicles
a study on green behavior adoption and
green behavior
of consumers
Ajitabh Dash 125
Birla School of Management, Birla Global University, Bhubaneswar, India
Received 6 February 2019
Revised 5 April 2019
Abstract 3 December 2019
31 December 2019
Purpose – This study has a principal objective of exploring and analyzing the factors affecting adoption or 13 January 2020
acceptance of eco-friendly electric vehicles in India. Accepted 14 January 2020
Design/methodology/approach – Primary data were gathered through a predesigned questionnaire from
355 vehicle owners of Delhi using simple random sampling method. Statistical softwares like SPSS and AMOS
were used to analyze the primary data collected for the study. Statistical techniques like exploratory factor
analysis, confirmatory factor analysis and structural equation modeling were usesd to infer a meaningful
conclusion from the investigation.
Findings – Through this study, a statistically significant relationship between environmental concern,
knowledge of EV, subjective norm and attitude toward electric vehicle were investigated. Similarly attitude is
responsible for a significant variation in adoption decision.
Practical implications – The findings of the present study underscore the requirement for marketers to
build up a systematic strategy for easier adoption of electric vehicles in India. On account of this, this study
developed a model of potential determinants of adoption decision toward EVs in India, based on statistically
significant evidences.
Originality/value – This study adds to the body of literature by exploring and testing the factors affecting
the adoption of eco-friendly products like electric vehicle that were not emphasized earlier in Indian context and
second by growing theoretically consistent operationalization for the marketing of electric vehicles. These
upgrades brought about a last model with an unrivaled illustrative power.
Keywords Attitude, Environmental concern, Adoption, Subjective norms, Electric vehicle, Green behavior
Paper type Research paper

Introduction
For the last two decades, the concerns for the protection of the environment across all levels of
society have caused a remarkable boost in the quantum of items showcased as eco-friendly
goods (Chen and Chai, 2010). Customers are not only becoming more conscious but are also
concerned for the environmental issues and have realized that majority of issues leading to
environmental devastation are a direct result of increasing population and human
intervention along with the consumption pattern dominated by technological development
(Hailes, 2007; Gandhi and Sheorey, 2019). These environmentally sensitive buyers are now
prepared to substitute mainstream products by eco-friendly items that have a significant
effect on the environment (Chen and Chai, 2010; Bennett and Vijaygopal, 2018). These
changing habits and growing preferences of consumers for eco- friendly products have a
significant effect on the corporate world too (Pavaskar, 2016; Manaktola and Jauhari, 2006). In
place of this, not only the government but also the big corporate houses have now begun with
initiatives on environmental issues in multiple numbers of ways by understanding the
evolving needs of becoming green by adopting green behavior (Gardner and Stern, 2002;
Rahman et al., 2017). Extensive dependence on fossil fuel-based vehicles as the primary mode
Smart and Sustainable Built
for transport has raised serious environmental concerns (Agarwal, 2019). Only vehicular Environment
pollution is accounting for about 51 percent of pollution of air in India whereas, in Vol. 10 No. 1, 2021
pp. 125-137
metropolitan areas, this figure can go up to 80 percent (Balakrishnan, 2019). Thus, the current © Emerald Publishing Limited
2046-6099
wave of environmentalism first emphasizes the acceptance of electric vehicle (EV) as an DOI 10.1108/SASBE-02-2019-0015
SASBE alternative to fossil fuel-based traditional vehicles, as a quick measure to reduce the adverse
10,1 effect of vehicular pollution (Guo et al., 2019).
The government of India has declared that it will not leave any stone unturned to switch
all automobile business in India to EVs by 2030 (Parvatha Vardhini, 2019). EV has not gained
widespread recognition among customers in the past. However, the recent technological
upliftments, especially in the field of battery-operated technology, have made EVs a smart
option for the consumers (Orlov and Kallbekken, 2019).
126 EVs have started entering the automotive market in many cities in India. However, large-
scale deployment of EVs in India requires a higher degree of awareness and favorable
attitude from its target customer from where the necessity of this paper comes in. Through
this study, an effort has been made to identify and analyze factors explaining consumer
acceptance of eco-friendly EVs.
The present scenario of changing consumer orientation along with increased awareness
about the environmental issues has given rise to a green market where buyers with their
positive disposition toward eco-friendly items will move their decisions from darker partners
to green items (Cleveland et al., 2005). Even though consumers have a strong determination to
use eco-friendly products, they are now willing to give up their choices, shift to the green
products and are also ready to pay a premium for it (Jansson et al., 2010). Various researchers
and academicians were also stimulated to investigate the ongoing trends in the emerging
discipline of green marketing (Kim and Choi, 2005). It was in the 1990s when the pioneer
researchers in the domain of green marketing started exploring various issues concerning
consumer behavior toward environmentally friendly products. In India, it has been a few
years that researchers have started emphasizing on consumer behavior toward eco-friendly
or green products and eco-friendly consumers. The present paper is an effort to investigate
the adoption behavior of consumers toward environmentally friendly goods (Gandhi and
Sheorey, 2019).
Increased understanding of customer adoption behavior toward EV is vital for both
environmental and managerial reasons. From an environmental perspective, the increased
acceptance of EVs will reduce the negative effects of vehicles based on fossil fuel, and in
this way, it will contribute to fulfilling a few of the goals proposed by the international
community.
From a managerial and marketing perspective, the innovation and production of the
environmentally friendly product are not going to be effective without consumers showing
willingness or preference to adopt or accept it (Wolff and Madlener, 2019). As most of the
previous studies focused their attention on the part of environmental attitude, ecological
concern, cultural values, attitudinal variables and psychographic variables in shaping
consumers’ behavior toward environment-friendly products in fast-moving consumer goods
and other durable products, a strong need was felt to undertake the present research to explore
various facets of consumer behavior toward EVs in Delhi, which is one of the most polluted
cities in the world. This paper focuses only on the adoption decision of private car users, as the
adoption of EVs in companies can be described as a process involving multiple individuals
with different roles. Earlier research on EV adoption in commercial fleets found that car users
and decision makers use different criteria when evaluating EVs. It was also found that
commercial acceptance of EV is primarily determined by its efficiency and performance, while
individual decision makers value the benefits of EVs for the environment (Globisch et al., 2018).

Theoretical background and hypothesis development

Green marketing and green behavior of consumers
Even though the idea of green marketing started to be talked about during the 1960s, it was in
the late 1980s and mid 1990s that the idea started to be formalized (Akehurst et al., 2012).
Green marketing can be defined as a humanistic concept of marketing that embraces social as Electric
well as ecological elements and based the philosophy of minimizing environmental hazard vehicles
(Crane, 2000; Peattie and Charter, 2003; Soonthonsmai, 2007). Green marketing comprises
every single arranged action to create and encourage trades to fulfill human needs with the
adoption and
least possible effect on the ecology (Rahman et al., 2017). As green marketing is considered by green behavior
numerous researchers to be one of the significant ideas in present-day business (McDaniel
and Rylander, 1993; Kassaye, 2001; Kim and Choi, 2005), it is essential to comprehend to what
degree the rise of this idea is influencing the behavior of consumers. 127
Environmentally conscious consumers are known as green consumers (Roberts, 1996;
Hailes, 2007; Gandhi and Sheorey, 2019) and can be defined as one who demonstrates the act
of buying or using products that are not injurious to the atmosphere (Kinnear et al., 1974;
Kumar et al., 2019). Previous studies on green consumers have focused their actions that
lessen the consumption of natural resources (Gardner and Stern, 2002; Jansson et al., 2010).
This so-called green behavior is not only about their curtailment behavior but also denotes
their energy efficacy–enhancing behavior in terms of technology adoptions (Gardner and
Stern, 2002; Akehurst et al., 2012). They are called technology adoptions because they often
involve replacing ancient unproductive technology with a more efficient one to reduce the
effect on the ecological environment (Black et al., 1985). Purchase and use of a less polluting
vehicle like EV with some additional investment can be regarded as one of the examples of
these behaviors (Jansson et al., 2010).
A few authors have stated that the green behavior of the consumer is controlled by a huge
number of elements relying upon sort of association with the product (Stern, 2000; Cleveland
et al., 2005; Akehurst et al., 2012). Past studies have emphasized on elements like
environmental consciousness, product knowledge and attitude as a determinant of their
green behavior, i.e. willingness to adopt an eco-friendly technology or product like EV
(Gandhi and Sheorey, 2019; Stern, 2000).

Environmental concern as a determinant of green behavior of consumer

Environmental concern refers to the emotional outcomes of a consumer in terms of stress
abhorrence and empathies toward issues concerning environmental problems (Minton and
Rose, 1997; Hansla et al., 2008). Numerous investigations from the past have analyzed the
impact of environmental concern on the decision of eco-friendly items, for example,
sustainable power source and elective powers (Bang et al., 2000), as well as natural
nourishment. Individuals with more cognition and concern about the environment tend to
have great states of mind towards eco-friendly items like EVs. This relationship between
environmental concern and buying behavior was also explored by several authors, and it was
found to be a facilitator for attitude formation toward green products like EV (Chen and Chai,
2010). Therefore the proposed hypothesis is as follows:
H1. Environmental concern significantly influences the attitude of consumers
toward EVs.

Knowledge of EV as a determinant of green behavior of consumer

Alongside environmental concern, earlier information or knowledge about a product has been
recognized in previous literature as a genuine source of the individual level of contrasts in
adoption as well as consumption behavior (Cheron and Hayashi, 2001). It includes abstract
components regularly emerging from social standards (Moons and De Pelsmacker, 2012;
Rezvani et al., 2015), not founded on any realities which can be estimated impartially.
Knowledge about a product can be considered as an essential factor in encircling consumer’s
dispositions/attitudes toward EVs (Egbue and Long, 2012). Consumer’s knowledge of EV may
SASBE arise from a person’s exposure to an advertisement in mass media or through conversation
10,1 with the existing users of it (Le Hebel et al., 2014; Bennett and Vijaygopal, 2018). It could
involve the receipt of information about the cost, maintenance, ease of use, government
incentives and infrastructural facilities for EVs (Bennett and Vijaygopal, 2018). Consumer’s
knowledge also serves as a basis of their perception and expression of their thoughts about
the product (Alba, 1983). Moreover, product knowledge eases the adoption decision for the
product (Brucks, 1985). This is probably going to influence states of mind toward the item
128 (Tsai et al., 2015) and a man’s sentiments of fearlessness while considering buying an item
(Park and Moon, 2003). Therefore the proposed hypothesis is as follows:
H2. Knowledge of EV significantly influences the attitude of consumers toward EV.

Subjective norm as a determinant of green behavior of consumer

Subjective norm deals with the influence of the social environment. The subjective norm is the
person’s perception that most people who are important to Carley et al. (2013) analyzed the
relationship between subjective norms and attitude of an individual. Their study concluded a
significant connection between subjective norms and attitudes towards the reception of any
product. In few of the previous studies, it was also postulated that the personal subjective
norm of an individual consumer also activates and supports their proenvironmental attitude
(Jansson et al., 2010). Therefore the proposed hypothesis is as follows:
H3. Subjective norm significantly influences the attitude of consumers toward EVs.

Attitude as a determinant of green behavior of consumer

Consumer attitudes have been frequently used in many studies to foresee the ecologically
conscious behavior of consumers and the usage of eco-friendly products. Schlegelmilch et al.
(1996) concluded that the eco-friendly attitude plays a pivotal role in shaping the acceptance
of eco-friendly products. Another study by Roberts (1996) confirmed the relevance of
attitudinal variables in explaining the behavior of consumers concerned with the
environment. In another study made by Kassarjian (1971), it was found that consumer
attitude toward air pollution was the most important variable in determining their behavior
toward biofuel consumption (Mostafa, 2007). In a German study, it was found that consumers’
affirmative attitude toward ecologically conscious living led them to adopt eco-friendly
products in an environmentally concerned manner (Mostafa, 2007). Interestingly, favorable
attitudes toward any product are strongly associated with inclinations to adopt the product.
Hini et al. (1995) in their study on adoption decision also reported a significant relationship
between attitude of a person towards a product and his willingness to adopt the same.
Therefore the proposed hypothesis is as follows:
H4. Attitude toward EV significantly influences the willingness of a consumer to
adopt EVs.

Proposed research model

Based on the above literature and research objectives, the research model decided for the
present study is illustrated in Figure 1. The dependent variable – willingness to adopt (WA) is
hypothesized as the primary construct to determine customers’ acceptance of EVs.
Willingness to adopt refers to the subjective probability that an individual will purchase
EV in the future and is dependent on his attitude toward it. Therefore, the proposed model
considers environmental concern (EC), knowledge of EVs (knowledge) and subjective norms
(SN) as independent factors responsible for forming their attitude toward EV (attitude) which
in turn affects the consumers’ willingness to adopt (WA) it in future.
Research methodology Electric
The procedure used for this study is investigative in nature and is led in two phases. In the main vehicles
explorative phase of this examination, a review of some previous studies was attempted to
acclimate with the different parts of EV and likely factors that may influence its adoption
adoption and
decision. In the second stage, primary data were gathered through a predesigned questionnaire. green behavior
Statistical package for social sciences (SPSS) version 20 and analysis of moment structure
(AMOS) version 20 were used to analyze the primary data collected for the study. Statistical
techniques like exploratory factor analysis, confirmatory factor analysis and structural equation 129
modeling were used to infer a meaningful conclusion from the investigation.

Scale development
For this study, environmental concern was tapped through six items modified from
Franssonn and Garling (1999). Knowledge of EVs was tapped through four items modified
from Park and Lessig (1981).

Expert view on variables

Ten experts from the relevant industry and academia were identified to evaluate the
variables determining EV adoption in India from the customer’s perspective. Based on the
recommendations received from the experts, the variables considered for the study were
finalized. The set of the selected variables is provided in the Table I.

Questionnaire preparation
After identifying the relevant variables, a structured questionnaire was developed and
exposed for a pilot study on seventy vehicle owners residing in Delhi. During the pilot study,
the respondents were asked to assess the relevance of the variables in terms of identifiability.
The final questionnaire was revised as per the responses of the respondents considered for
the pilot study. As the majority of the questionnaire was modified from the existing scales, the
risk of negative face validity and content validity were minimized. The selected items were
also exhibited in Table I.

Sampling
The majority of the previous studies conducted in the context of EV adoption have made the use
of existing vehicle owners as their samples (Jansson et. al. 2009, 2010). This is because
conclusions drawn upon them can be generalized to a larger population. Thus, sample
respondents for this study have been selected from the existing vehicle owners using a
judgmental sampling method, and it was ensured that only interested vehicle owners were
involved in the study and truly represents the target population (Grossnickle, 2001). Primary
data were gathered from a sample of 355 vehicle owners residing in Chanakyapuri, Vasant Vihar,
Alipur, Rohini, Rajouri Garden and Dwarka subdivisions of Delhi during the months of January
2019–March 2019. Sample respondents were surveyed via a paper questionnaire. Analysis of

EC

Knowledge
Atude WA

Figure 1.
SN Conceptual model
SASBE Variable Items Code
10,1
Environmental People worry too much about human progress harming the EC_1
concern environment
It is just too difficult for someone like me to do much about the EC_2
environment
We cannot rely on modern technology to solve environmental EC_3
130 problems
I am a person who does what is right for the environment, even when EC_4
it takes more time or costs more money
Knowledge of EV I have little knowledge of EVs Knowledge_1
I am not familiar with EVs Knowledge_2
I have little experience of EVs Knowledge_3
Subjective norms I would be a better person if I drove using EV SN_1
If I were to replace my car today I would feel a moral obligation to SN_2
replace it for a car fueled by electricity
I feel a moral obligation to use EV SN_3
Attitude towards I believe that EVs is a good thing, beneficial and attractive Attitude_1
EV Government support for the widespread use of EVs is wise Attitude_2
Table I. My attitude toward EVs is favorable Attitude_3
List of selected Willingness to I would be very willing to buy an EV Willingness_1
variables, items along adopt I would seriously consider buying an EV Willingness_2
with code I would be enthusiastic about the prospect of buying an EV Willinness_3

missing data revealed that 22 respondents had more than 50 percent missing information and in
this way dropped from the study. Thus, altogether 333 surveys were used for further
investigation. A brief demographic profile of the sample respondents is exhibited in Table II.

Statistical tools and techniques used

With regard to age-wise classification, majority of the sample respondents, i.e. 40.24 percent,
were within the age bracket of 31–45, followed by 30.34 percent being above the age of 45, and
only 29.42 percent respondents were in the age bracket of 31–45. Likewise, in terms of
educational qualification, 52.25 percent of the respondents were graduates, followed by 33.03
percent having postgraduate degrees with them. Furthermore, gender-wise classification
revealed that the majority of the sample respondents, i.e. 64.86 percent were male, followed by
35.14 percent being female. One of the reasons for such a low number of female participants in
the survey is due to a low female to male car drivers ratio of Delhi, i.e. 868 females per 1,000,
which is much below the national average (Census, 2019). Apart from this, as per the report
published in road transport year book of 2015–16, only 11 percent women were found behind
the driving wheel in India (Ministry of Road Transport, 2016).

Results and analysis

Exploratory factor analysis and reliability analysis
Exploratory factor analysis is used to affirm whether items stacked effectively to the respected
factors are defined or not. As a result of exploratory factor analysis, items with poor factor loading
scores were evacuated. Kaiser–Meyer–Olkin (KMO) test for examining sampling adequacy was
figured to be 0.83, demonstrating the fittingness of the samples for undertaking EFA, as a KMO
score more than 0.60 can be considered as extreme (Kaiser, 1974). Once more, all components
accomplished a cumulative variance of 67 percent, much over the recommended minimum value
(Costello and Osborne, 2005). In Table III, the outputs of exploratory factor analysis along with the
value of Cronbach’s alpha score are shown. As the Cronbach’s alpha score for all the factors is
more than 0.70, all variables are acknowledged as being reliable (Nunnally, 1978).
Demographic characteristics Frequency Percentage
Electric
vehicles
Gender adoption and
Male 216 64.86
Female 117 35.14 green behavior
Age
18–30 98 29.42 131
31–45 134 40.24
Above 45 101 30.34
Qualification Table II.
Graduates 174 52.25 Demographic profile of
Post graduates 110 33.03 the sample
Others 49 14.72 respondents

Content validity
The content validity of any construct is performed to examine the degree to which the
hypothetical measure represents the theoretical definition. For this study, a focus group
discussion was conducted with academicians, professionals and researchers engaged in the
area of green marketing to establish the content validity of the present study.

Construct validity
Convergent validity alludes to how much various techniques for estimating a variable give
similar outcomes (O’Leary-Kelly and Vokurka, 1998). Composite reliability score and average
variance explained (AVE) can be used as a basis to confirm the convergent validity of a
construct. The following criteria must be fulfilled toward guaranteeing convergent validity:
CR > 0.7, CR > AVE and AVE > 0.5. Composite reliability estimations of all constructs were
observed to be more than 0.7. AVE of every single individual construct was observed to be
more noteworthy than 0.5. Furthermore, according to the scores recorded for every single
individual construct, the composite reliability score is more prominent than their
corresponding AVE measurement.
Discriminant validity demonstrates the extent to which the measures of various latent factors
are novel. Discriminant validity is assessed based on the AVE score and the maximum shared
variance (MSV) score computed for the selected construct. ‘MSV < AVE and ASV < AVE’ is
considered to be the acceptable standard for confirming discriminant validity (Hair et al., 2010).
In this investigation, MSV and ASV scores for every individual construct have been estimated
and observed to be substantially confirming the discriminant validity of the constructs
(Table IV). The discriminant validity for the individual builds was resolved through a toolbox
that was based on Microsoft Excel and created by Prof. Gakingston.

Structural equation modeling

Structural equation modeling (SEM) was performed to test the connection among environmental
concern, knowledge of EV, subjective norms, attitude toward EV and willingness of consumers to
adopt EV. Table V demonstrates the outcomes of the SEM examination. The overall indicators
show that the model is found to be a good fit concerning the comparative fit index, goodness fit
index and normal fit index as the computed value for them is above the 0.9 level.
A path analysis was also performed using SEM to test the hypothesized relationship
among multiple variables simultaneously and estimate the strength of interrelationship
among latent constructs.
SASBE Scales Factor loading Cronbach’s α
10,1
Environmental concern 0.811
EC_1 0.609
EC_3 0.887
EC_4 0.716
Knowledge of EV 0.88
132 Knowledge_1 0.816
Knowledge_2 0.811
Knowledge_3 0.690
Subjective norms 0.78
SN_1 0.826
SN_2 0.838
SN_3 0.793
Attitude toward EV 0.89
Attitude_1 0.689
Attitude_2 0.751
Attitude_3 0.796
Willingness to adopt 0.9
Table III. Willingness_1 0.846
Results of exploratory Willingness_2 0.830
factor analysis Willinness_3 0.808

CR AVE MSV ASV Convergent validity Discriminant validity

Environmental concern 0.81 0.509 0.306 0.313 Yes Yes

Table IV. Knowledge of EV 0.82 0.661 0.319 0.302 Yes Yes
Reliability and validity Subjective norms 0.87 0.592 0.353 0.355 Yes Yes
for individual Attitude toward EV 0.80 0.624 0.302 0.321 Yes Yes
constructs Willingness to adopt 0.81 0.601 0.407 0.398 Yes Yes

The χ 2/df value for the proposed model was computed to be 1.87, and it was inside the prescribed
range of 1–3. Furthermore, the estimations of CFI, GFI and IFI esteem were all over the
suggested estimation of 0.9, showing a decent model fit. Besides, the RMSEA estimate was
processed to be underneath 0.01, demonstrating a worthy fit. In this way, in light of these
results, the proposed model was observed to be fit with the primary data gathered.
Table VI as below presents the results of hypothesis tests using path analysis. All the
hypothesized relationships presented in the structural model were found to be significant at
99 percent as the computed p-value is less than 0.01.
The squared coefficient of correlation (R2) for the dependent variable computed from the
proposed model was found to be 0.716 for attitude toward EV and 0.361 for willingness to
adopt EV. It demonstrates that concern toward environment, Knowledge about EV and
subjective norms of an individual are responsible for 71.6 percent change in consumers’
attitudes toward EV. So attitude toward EV is also responsible for a charge of 36.1 percent in
willingness to adopt EV.
Besides, it is also uncovered that environmental concern of the consumer, knowledge
about EV and subjective norms of a person significantly affects the attitude of a person
toward EV with a computed p-value of less than 0.01. It was additionally observed that
attitude toward EV significantly influences the willingness of a person to adopt EV as the
computed p-value is under 0.01.
Findings Electric
The factor structure considered as a part of our examination was additionally affirmed by vehicles
performing exploratory factor analysis (EFA). Kaiser–Meyer–Olkin (KMO) test for
examining ampleness was registered to be 0.83, demonstrating the fittingness of the
adoption and
sample for undertaking EFA as a KMO score more noteworthy than 0.60 can be considered green behavior
valid (Kaiser, 1974). Once more, all components accomplished an aggregate variance of 67
percent, much over the base prescribed standard (Costello and Osborne, 2005). The validity of
individual construct is confirmed through Confirmatory Factor Analysis (CFA) 133
Through structural equation modeling, the squared correlation (R2) for attitude toward EV
obtained from the proposed model is 0.716 which demonstrates that environmental concern,
knowledge of EV and subjective norms clarify 71.6 percent change in the attitude toward EV.
Similarly, 36.1 percent of the variation in consumers’ willingness to adopt EV is explained by the
attitude toward EV. This study further uncovered that concern toward environment, knowledge
of EV and subjective norm of an individual influence the consumer’s attitude towards EV (p-
value < 0.01) which in turn influences the willingness of a consumer to adopt EVs in future.
The findings confirm the view that environmental concern has a major influence on the
attitude of consumers toward EV. Past research has also established positive and significant
connections between environmental concern and attitude towards electric vehicle (Kim and
Choi, 2005; Bennett and Vijaygopal, 2018). A consumer’s opinion about EV is likely to
encompass both affirmative and adverse elements emerging from several product-related
ambiguities (Jansson et al., 2010). In line with the past studies (Chen and Chai, 2010; Bennett
and Vijaygopal, 2018), the finding of this study also revealed that product knowledge has a
strong and positive influence on consumer’s attitude formation toward EVs. Thus, both EV
manufacturers and government agencies must improve the awareness as well as product
knowledge of their target consumers using tools of marketing communication. Another
finding of this study is that the subjective norms of an individual had a positive influence on
consumer’s attitude formation in the context of EV. Previous researches have confirmed a
strong influence of subjective norms on consumer’s attitude formation for behaviors such as
energy conservation, reducing pollution, etc. in the context of low involvement durables
(Akehurst et al., 2012). The current study complements with this understanding by clarifying
that the subjective norms of an individual also have a significant effect on purchase behaviors

Model fit indices Computed value Recommended value

Chi-square (χ 2) 117.341
Degrees of freedom (df) 59
χ 2/df 1.980 1–3
Probability level 0.000
Comparative fit index(CFI) 0.967 >0.9
Goodness fit index(GFI) 0.913 >0.9
Incremental fit index(IFI) 0.902 >0.9 Table V.
Root mean squared error of Approximation (RMSEA) 0.061 <0.1 Model fit indices

Hypothesis Path Estimate p-value Remark

H1 EC → AT 0.373 0.001 Supported

H2 KE → AT 0.434 0.001 Supported
H3 SN → AT 0.616 0.001 Supported
H4 AT → WA 0.565 0.053 Supported Table VI.
Note(s): R2 AT 5 0.716; R2 WA 5 0.361 Hypothesis tests
SASBE for high involvement durables like EVs. Finally, in contrast with the previous studies (Gandhi
10,1 and Sheorey, 2019; Akehurst et al., 2012), the present study has established a weak linkage
between attitude toward EVs and their willingness to adopt EVs.

Practical implication
The outcomes of the present study underscore the necessity for marketers to develop a
134 precise strategy by emphasizing on increasing the knowledge about EV and developing their
concern toward the natural environment for fostering the adoption of EVs in India. As
product knowledge exerted significant influence on consumer attitude formation, marketing
promotions that focus on the functional aspects of EV must be adopted by the manufacturers
as well as government agencies related to EV. Bureaucrats, political leaders and celebrities
can set an example for others by using EVs when performing their duties. Apart from product
knowledge, environmental concern also considerably influenced the attitude of consumers in
the context of EV. The encouragement for the environmental concern is a matter of national as
well as the regional level of importance which can be done through citizenship campaigns,
emphasizing on the eco-friendly attribute of EVs. Provision for special incentives can be
facilitated to the owners of EVs.

Limitations
This study enhances the body of literature by exploring and testing the factors affecting the
adoption of eco-friendly products like EV that were not emphasized earlier in the Indian
context and second by growing theoretically consistent operationalization for the marketing
of EVs. But this research is consisting of few limitations mentioned as follows:
(1) This study is restricted to the view of 355 respondents residing in Delhi of India
obtained during the months of January 2019–March 2019.
(2) This study includes only active private vehicle owners.
(3) Response corresponding to any particular vendor has not been dictated.

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Corresponding author
Ajitabh Dash can be contacted at: ajitabh001@gmail.com

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