Superimposition of adoption model on the hierarchy of needs – a case of four-wheeler electric vehicles in India

The zero tailpipe emissions in electric vehicles (EVs) make them environment-friendly compared to internal combustion engine vehicles. The four-wheeler EV segment is considered to be very crucial as the Indian car market is the third largest in the world. Despite the presence of four-wheeler EVs in the market, customers still show buying resistance. This study aims to identify the factors influencing the adoption of four-wheeler EVs and also proposes a consumer hierarchy of needs for four-wheeler EVs. The proposed model is an improvised version of Maslow's hierarchy of needs, with respect to EVs. Partial least square-structural equation modelling (PLS-SEM) is used to analyse the model. The findings reveal that 'belonging and love need' is the most significant factor, followed by transcendence. This study can help manufacturers, marketers and government bodies to make better strategies to identify and satisfy the consumer's needs, thus leading to a higher adoption rate.