Sustainable mobility perspectives: exploring the impact of UTAUT2 model on fostering electric vehicle adoption in India

Abstract

Purpose

The global automobile industry is striving towards a sustainable future. Emerging countries including India are gearing up for the revolution. Considering the key role of customer acceptance in the success of any technological shift, the study endeavors to ascertain the catalysts accelerating the adoption of Electric Two-Wheelers (E2W) in India by leveraging an extended Unified Theory of Acceptance and Use of Technology-2 model. The same would assist Electric Vehicle (EV) stakeholders in directing their efforts toward pivotal aspects having the potential to significantly bolster E2W penetration.

Design/methodology/approach

Data was collected using convenience sampling technique from 1,254 electric two-wheeler owners across four Indian states and analyzed using Structural Equation Modelling.

Findings

Performance Expectancy, Price Value and Hedonic Motivation have a significant influence on purchase intention leading to actual buying behavior. Effort Expectancy, Social Influence, habit value and facilitating conditions were insignificant. Pro-Environmental Approach and Government Support significantly impact adoption intention and behavior respectively in addition to model predictors thus supporting the study’s novelty. Purchase intention proved to influence Actual Buying Behavior. Synergized efforts of EV stakeholders towards performance innovation, cost-effectiveness, improved infrastructure and information diffusion on sustainability and user-friendliness could aid in achieving transition to green mobility.

Originality/value

The study predominantly intends to address the intention–behavior gap related to electric two-wheelers in India. Also, two additional constructs, government support and pro-environmental approach, were incorporated resulting in a novel research framework that aims to test their nuanced ability to impact the model predictors.

Citation

Shetty, A. and Rizwana, M. (2024), "Sustainable mobility perspectives: exploring the impact of UTAUT2 model on fostering electric vehicle adoption in India", Management of Environmental Quality, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MEQ-08-2023-0257