Motivation continuum and its effect on electric vehicle acceptance in India

Purpose The motivation to choose an electric vehicle (EV) is guided by principles of personal values, perceived rewards and preferences. While the benefits of sustainable transportation are known, the acceptance of EVs and the motivation to purchase them is not satisfactory in India. An assessment of the motivation continuum, a range of intrinsic to extrinsic personal and societal drives that encourage specific choices, explains the lack of EV adoption in the country. This study aims to examine the effect of motivation types on EV adoption intentions and also explores the moderating role of gender in this context. Design/methodology/approach By incorporating constructs from the self-determination theory, the study expands on the technological acceptance model. It uses the structural equation modelling method to test the hypotheses and presents an analysis of responses from 351 participants. Findings The findings suggest that there are significant relationships between external, identified, integrated motivation and EV buying intentions. The influence of gender on EV adoption is also explored. Originality/value This study provides an in-depth analysis of varied motivational types on EV buying intentions and the moderating effects of gender on these relationships.