Switching gears: an in-depth understanding of electric vehicle adoption using the confluence approach of PLS-SEM and necessary condition analysis

Purpose This study aims to examine the motivation to purchase electric vehicles (EVs) using the theory of planned behaviour (TPB) with environmental concern modelled as a mediator. Additionally, the study applies necessity logic to identify the “should-have” and “must-have” factors for EV adoption. Design/methodology/approach A quantitative research design was adopted with data gathered from the patrons of various EV outlets and online car forums using a purposive sampling technique. The research model was tested using partial least squares structural equation modelling, while necessary condition analysis (NCA) was employed to determine the necessary conditions for EV adoption. Findings The results show positive and significant relationships among TPB variables (i.e. attitude, perceived behavioural control and subjective norm) on EV purchasing behaviour. NCA results reveal necessary conditions for all identified motivators, with varying degrees of minimum thresholds. Research limitations/implications This study focuses on the current factors influencing EV adoption, which may evolve as the field of EVs advances. With the rapid growth of EV technology, including emerging features like autonomous driving, future research should consider these advancements to remain relevant. Additionally, this study is context-specific, and findings may not be generalizable across different regions or markets, warranting further investigation into other cultural or economic contexts. Practical implications The findings provide actionable insights for marketers and policymakers aiming to enhance EV adoption by understanding both sufficiency and necessity conditions that drive consumer behaviour. Originality/value This study contributes to the literature by exploring EV adoption in an emerging economy, emphasizing environmental concern as a mediator. The integration of necessity logic complements the sufficiency-based findings, offering new insights for EV marketers and policymakers.