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Investigating the role of electric vehicle knowledge in consumer adoption: evidence from an emerging market

Deepak Jaiswal (Amity School of Business, Amity University Patna, Patna, India)
Rishi Kant (Department of Retail and Logistics Management, Central University of Haryana, Mahendragarh, India)
Pankaj Kumar Singh (Marketing and Strategy, ICFAI Business School, Hyderabad, India)
Rambalak Yadav (Marketing Management, Institute of Management Technology, Hyderabad, India)

Benchmarking: An International Journal

ISSN: 1463-5771

Article publication date: 8 July 2021

Issue publication date: 8 March 2022




The use of electric vehicles has received popularity as alternative fuel vehicles to reduce greenhouse gas emissions and energy cost, which are expected to perform a crucial role in the near future of emerging mobility markets. The purpose of this empirical study is to analyse the role of electric vehicle knowledge in predicting consumer adoption intention directly and indirectly in the backdrop of an emerging market.


The study approached an extended version of “Technology acceptance model” (TAM) based on the integrated framework of “knowledge-beliefs-intention”. The model was tested via direct and indirect path analyses with the data collected from Indian respondents using an online survey.


The results indicate the robustness of the present research model, which shows that consumer adoption is significantly driven by electric vehicle knowledge, perceived usefulness, perceived ease of use and perceived risk. Electric vehicle knowledge has emerged as the most powerful cognitive measure, which directly affects the adoption intention along with the measures of “TAM”. Additionally, this also poses a higher indirect effect on adoption intention in the integrated model.

Research limitations/implications

The study has focused on potential young and educated consumers, which may not be warranted to generalise the research findings, while youth or millennials are more receptive to adopt innovative and clean technology products like electric vehicle. Based on the findings, implications are offered for encouraging electric vehicles in the backdrop of emerging automobile markets.


Concerning this cognitive phenomenon of knowledge, scant literature has been explored the role of subjective knowledge in consumer adoption for electric vehicles, particularly in the emerging markets like India. Thus, the present study analyses how consumers' knowledge about electric vehicle affects their decision to adopt this in the near future of Indian zero-emission mobility market.



Jaiswal, D., Kant, R., Singh, P.K. and Yadav, R. (2022), "Investigating the role of electric vehicle knowledge in consumer adoption: evidence from an emerging market", Benchmarking: An International Journal, Vol. 29 No. 3, pp. 1027-1045.



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