Environmental Concern and Price Value in Electric Vehicle Adoption: Examining Intentions of Indian Consumers

The present study attempts to enhance our understanding of the intention to purchase electric vehicles in India and incorporates price value and environmental concern into the Theory of Planned Behavior model. The study was conducted in three phases. Phase I involved developing and testing the research instruments used to collect data. In Phase II, a pilot study was conducted, employing exploratory factor analysis to confirm the dimensionality of the study constructs. Phase III focused on validating the study model against a larger sample size. The data for Phase III was collected using a combination of online and offline approaches and analyzed using AMOS 24.0. The study findings suggest that environmental concern and price value positively influence the attitude toward electric vehicles. The study also supports the positive influence of Theory of Planned Behavior variables—subjective norms, perceived behavioral control, and attitude—on the intention to purchase electric vehicles. The study offers insights to practitioners to encourage the use of electric vehicles and, hence, contributes to the 2030 Sustainable Development Goals as the use of electric vehicles would help to mitigate climate change, improve human health, and enhance the well-being of society.