Factors influencing the purchase intention of ethanol blended fuel in India: a sustainable cities perspective

Purpose Understanding consumer behaviour towards ethanol-blended fuel is crucial for assessing the adoption of alternate fuel vehicles (AFVs). By examining factors influencing purchase decisions, such as cost considerations, environmental concerns and perceptions of vehicle performance, researchers can elucidate patterns of consumer acceptance and identify barriers to widespread adoption. Design/methodology/approach The study uses the theory of planned behaviour (TPB) and stimulus organism response (S-O-R). The current research aims to bridge the gap by focusing on consumers' intention to buy ethanol-blended fuel. Data were collected from 303 survey respondents and analysed using partial least square structural equation modelling (PLS-SEM). Findings The study finds that adopting motivation, policy incentives, risk perception and sustainable practices significantly influence the intention to purchase ethanol-blended fuel. Surprisingly, cost perception and infrastructure readiness do not have a significant impact on purchase intention. Social implications The study proposes four innovative policy implications to amplify the adoption of ethanol-blended fuel. These policies are (a) flexible fuel vehicle incentive schemes, (b) renewable fuel mandate and certification, (c) ethanol pricing and infrastructure development policy and (d) ethanol urban mobility and public transportation initiatives. Originality/value This study provides novel insights into the factors influencing ethanol-blended fuel adoption in India, contributing to the literature on sustainable transportation solutions.