Beyond the buzz: Unravelling the barriers and drivers of electric car adoption in India - A qualitative study

Abstract

The adoption of electric cars (ECs) is a potential alternative to internal combustion engine (ICE) cars in pursuit of a sustainable and environment-friendly future. However, the transition to electric mobility is inconsistent due to several challenges that impede the global adoption of EC. There is a tremendous chance of transformation in a developing country like India, which is witnessing rising air pollution and increasing energy demands. The main objective of this qualitative study is to explore and identify the critical barriers and drivers of EC adoption in India. 27 in-depth interviews were conducted to gain insights into the Indian mindset and what they perceive and feel about the ECs. The four themes diverged by incorporating the ‘grounded theory’ approach: acceptability, affordability, accessibility, and awareness. This paper shows the importance of understanding the confluence of the marketing mix regarding EC adoption as it delves beyond a surface-level analysis. By examining EC adoption from a consumer perspective, the study provides insightful implications for automakers, policymakers, academicians, and all stakeholders who seek to advocate the broad usage of EC in India. The key findings reveal significant barriers and drivers under each identified theme including concerns about charging infrastructure, anxiety, and risk associated with this innovation, the hefty acquisition cost of ECs and low level of awareness. While positive perceptions regarding the environmental benefits of these vehicles exist, trust-building in the technology remains crucial for widespread EC adoption.