Targeted information intervention among consumer clusters for electric vehicle penetration – A case study of Punjab, India

Low success rates of existing EV adoption policies in India highlight the need for targeted policies to boost EV adoption. The current study employs a single-arm information intervention to analyse the impact of information provision on electric vehicle (EV) adoption among consumer clusters in a developing country context. Using Gaussian Mixed Modelling clustering, the sample was grouped into four segments based on three psychological latent variables. Clusters with greater pro-environmental values had higher pre-intervention positive purchase intention, signifying that policies aimed at promoting EVs among environmentally conscious consumers have higher chances of success. The intervention showed significant desirable changes in every cluster. Results indicate that such campaigns would achieve higher success in consumer clusters with low eco-friendliness. Appropriate measures for each cluster are suggested. The characteristics of consumer clusters with higher pre-intervention purchase intention could serve as guidelines for businesses and governments while formulating new and updating their existing EV policies.