A multi-phase qualitative study on consumers’ barriers and drivers of electric vehicle use in India: Policy implications

Abstract

The effects of climate change are evident. Globally, there is momentum to use electric vehicles (EVs) to reduce the effects of climate change but these EVs are yet to become mainstream. Against this backdrop, the study aims to understand the behaviour of consumers to use electric vehicles. The study adopts a multi-phase qualitative research design to uncover the reasons for and reason against EVs car use. Innovation resistance theory and innovation diffusion theory are used as theoretical foundations for inquiry. The study focuses on EV cars and investigates Indian consumers. The qualitative data were collected from prospective, buyer, and non-buyers of EV car in multiple phases. The findings are presented across two broader themes of drivers and barriers. The study contributes to the theoretical advancement of EVs. It also offers implications for policymakers and manufacturers to bring EVs into the mainstream and reap their economic and ecological benefits.