Abstract:

The present study empirically investigates the motives behind users’ attitude formation, behavioural intention, and word of mouth towards electric vehicles. An online survey was conducted among Indian youths currently using or potentially using electric vehicles. Data were collected by applying a multi-stage stratified sampling method. The structural equation modelling technique was applied to examine the hypothesized model and tested the proposed hypotheses. This study's results show that while positive and social motives influence positive attitudes, negative motives discourage and negatively affect electric vehicle adoption. The moderating impact of buyer involvement (high vs low) between motives and attitude was also tested. The study findings suggest that stakeholders can shape their motives through government policy and strategic action. Thus, this study provides directions that there is a need for subsidies and incentives, such as hassle-free registration at less cost, tax waive-offs from central, state, and local governments, and also a strategic private-public partnership for infrastructure development to reduce negative motives and boost electric vehicles penetration.