Driving Change of Electric Vehicles (EVs) in India: How Technology Readiness (TR) and Social Influence (SI) Moderate Electric Vehicles (EVs) Purchase Intentions

The Indian automative industry shifts towards the transition from gasoline- powered vehicles to Electric Vehicles (EVs) emphasizing the understanding of key drivers for the EVs adoption. The study investigated the factors affecting EVs adoption with moderating effects of Technology Readiness and Social Influence. The study investigated how TR and SI moderated the relationship between key variables like Perceived Benefits (PB), Environmental Attitude (EA), Government Incentives (GI) and Perceived Barriers (PBA). The quantitative research approach was used to collect data from existing and non-existing EV owners. Technology Readiness (TR) was found to moderate the relationship between Perceived Benefits (PB) and Intentions to Purchase (IP) indicating technology ready people can translate their perceived benefits into purchase decision. Social Influence (SI) positively moderated the relationship between Perceived Benefits (PB) and Intentions to Purchase (IP) as well as Perceived Barriers (PBA) and Intentions to Purchase (IP) indicating individuals are highly affected by social influence to overcome their perceived barriers to purchase EVs. Technology Readiness (TR) was not found to be moderated on Perceived Barriers (PBA) and Government Incentives (GI). Social Influence (SI) was also not found to moderate on Environmental Attitude (EA).