Electrifying for Sustainability’- Exploring Electric Car Adoption in the Indian Landscape

Abstract

Considering the disruptive potential of electric cars in the automotive industry, this studyaims to analyze the factors influencing electric car adoption behavior among Indian car usersMethodology:The research adopts both exploratory and descriptive approaches, conducted in two phases. Phase oneinvolves engaging with 200 prospective electric car buyers to identify critical adoption factors. Phase twoemploys conjoint analysis, involving 300 consumers and assessing nine attribute combinations (price,recharge time, and driving range) derived from literature review and interactions with potentialbuyers. Findings: The study reveals the three most valued attribute combinations for Indian consumers whenselecting electric cars. Practical Implications: Decision-makers and electric vehicle manufacturers can leveragethese results to introduce advanced technology into the Indian market. The conjoint analysis findings assistmanufacturers in understanding the relative importance of features influencing consumer utility. Originality: This study contributes to the existing literature by focusing on consumer behavior in developing markets,particularly India, which has been less explored compared to the asymmetry in research on electric caradoption behavior in developed markets.