Investigating Barriers to EV Adoption in Morocco: Insights from an Emerging Economy

The global shift toward sustainable transport electric vehicles (EVs) is at the core of decarbonization efforts. While advanced economies have achieved their rapid adoption through strong policies and incentives, emerging markets face structural and behavioral barriers. This study investigates the paradox in Morocco, whereby a significant automotive capacity contrasts with a minimal domestic BEV market share of 0.6%, despite 143% growth from a small base, using a four-dimensional framework encompassing financial, infrastructural and energy, policy and institutional, and behavioral–social factors. The research integrates a literature review, a survey (n = 522), and secondary data on charging infrastructure and EV sales. Findings reveal a strong value–action gap: 69% of respondents acknowledged EVs’ environmental benefits yet only 1.1% owned one and 42% had considered buying. The high upfront costs of EVs influenced over 70% of participants, and a significant association was confirmed between charging availability and purchase intent (χ2 = 34.80, p < 0.05). Urban-centric charging, fragmented governance, and skepticism persist as barriers. The study concludes that industrial strength alone cannot ensure adoption without targeted incentives, equitable infrastructure, and cultural shifts in ownership perception, offering key insights for policymakers in emerging economies pursuing sustainable mobility.