Electric Vehicle Adoption in the Age of Sustainability: A Consumer-Centric Study

Abstract

Conventional vehicles powered by petrol or diesel remain a leading cause of deterioration of air quality and broader environmental harm in urban settings. As concerns over greenhouse gas emissions and fuel dependency have exaggerated, both governing bodies and auto manufacturers have sought to advance the uptake of electro-mobility (EM) vehicles as a cleaner and greener alternative. Even after knowing the benefits of the adoption of EM vehicles, the commercial penetration of the market still falls short of expectations. To address this issue, the present study seeks to deepen the understanding of the key determinants shaping consumer willingness to adopt EM vehicles. Grounded in perceived value theory (PERVAL) and the theory of reasoned action (TRA), the research constructs a behavioural framework that examines how dimensions such as quality, emotional, price, and social value, along with technology-specific attributes, namely acceleration performance and low engine noise, communally change consumer attitudes and, in turn, purchase intentions. The proposed model was empirically assessed by using SEM, applied to data collected through a structured online questionnaire. Findings establish that emotional appeal, perceived economic value, acceleration capability, and noise reduction exert significant and positive effects on consumer attitudes toward EM vehicles. These favourable attitudes subsequently translate into stronger purchase intentions. Notably, neither social value nor perceived quality arose as a strong predictor of attitude. The study recommends that both policymakers and industry practitioners publicize the economic value, functional performance, experiential benefits and environmentally sustainable consumption messages while designing their promotion campaigns.