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1 – 2 of 2Deepak Jaiswal, Rishi Kant and Babeeta Mehta
Transportation-related pollution is expected to decrease when using battery electric cars. This will not only address energy and environmental issues but also promote reform and…
Abstract
Purpose
Transportation-related pollution is expected to decrease when using battery electric cars. This will not only address energy and environmental issues but also promote reform and transformation in the zero-emission automotive industry. To craft policy interventions and promotional initiatives, manufacturers need to comprehend the techno-psychological perspectives of automotive users on the adoption of electric cars. Therefore, this study aims to test a “perception-attitude-intention” linking framework built upon the “Unified Theory of Technology Acceptance and Use” (UTAUT) and analyze the behavioral intentions of existing automobile users to embrace battery electric cars.
Design/methodology/approach
The conceptual model tests the underlying direct paths, the mediation of attitudes and the moderating gender effects in predicting users’ attitudes and behavioral intentions to adopt battery electric cars using a techno-psychological approach from UTAUT. “Structural equation modeling” is used to analyze the model using the 361 valid online responses received from conventional car owners.
Findings
The results show that behavioral intentions are directly predicted by UTAUT measures with attitudes and indirectly through its mediation and gender moderation. The results support the “Perceptions-Attitudes-Intentions” linkage model that explains the phenomenon of electric car adoption. However, the mediating and moderating paths between facilitating conditions and intentions do not support the model. In addition, the research corroborates that men have a stronger effect than women on behavioral intentions to prefer battery electric cars.
Research limitations/implications
This work may assist manufacturers and regulators in developing marketing policies to encourage consumers’ adoption of battery electric cars and potentially improve their favorable perception of these vehicles.
Originality/value
This study contributes to the comprehension of how UTAUT constructs shape consumers’ attitudes and behavioral intentions regarding the adoption of battery cars equipped with emission-free technology. This study validates the grounded framework “perception-attitude-intention” linkage model, which also describes gender-wise differences toward electric car adoption in the backdrop of Indian sustainable transportation.
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Rishi Kant, Babeeta Mehta, Deepak Jaiswal and Audhesh Kumar
The purpose of this present study is to analyze the role of consumers' social-psychological attributes, fiscal incentives and socio-demographics in the adoption intention and the…
Abstract
Purpose
The purpose of this present study is to analyze the role of consumers' social-psychological attributes, fiscal incentives and socio-demographics in the adoption intention and the willingness to pay more for electric vehicles (EVs).
Design/methodology/approach
A cognitive linkage model of “beliefs-intention-willingness” is analyzed using valid responses obtained from Indian consumers. The model is statistically tested at three levels: direct path effect of social-psychological attributes with financial incentives (subjective norm, personal norm, affective attitude, perceived knowledge) on adoption intention and willingness to pay, followed by the mediation of intention and the moderation of socio-demographics.
Findings
The findings reveal that the adoption intention and the willingness to pay are directly driven by all analyzed factors except financial incentives, which is not significantly associated with willingness to pay. Moreover, the adoption intention partially mediated the relation between all socio-psychological measures and willingness to pay, whereas full mediation of incentives is supported. Furthermore, the moderating effect of socio-demographics (gender, education, income) supports the integrated research model.
Research limitations/implications
The generalizability of findings may be warranted due to the limited sample territory and the sample's youth. However, young people, or millennials, are more receptive to new technologies such as electric or carbon-free automobiles. The research advocates marketers and manufacturers to craft policy interventions and strategies to upsurge the EV demands in the backdrop of emerging markets.
Originality/value
This timely study adds to the extant literature on green and clean technology automobile adoption by exemplifying the relationship between socio-psychological beliefs, intention and willingness to pay at three dimensions of contextual factors. The current study endeavors to endorse the “beliefs-intention-willingness” cognitive linkage framework in the context of Indian green transportation.
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