Examining Resistance of Adoption to Innovation in Emerging Markets: A Study on Electric Cars in India

This study examines how consumer emotions mediate between radical green innovation’s cognitive appraisal and attitudes, and how attitudes shape purchase intentions. Cognitive appraisal has theoretical underpinnings in the innovation resistance theory (IRT) framework, while consumer emotions are operationalized as anticipated emotions (positive and negative) towards product adoption. Using PLS-SEM, 392 potential consumers of battery electric cars (BECs) in India were assessed. Findings reveal functional and psychological barriers elicit negative anticipated emotions (NAEs), which fully mediate between (a) attitude and value barrier and (b) attitude and image barrier. Conversely, BEC usage and tradition perceptions elicit positive anticipated emotions (PAEs) too, partially mediating the relationship with attitude. The study proposes strategies for marketers to alleviate adverse evaluations of BEC attributes causing NAEs and leverage consumer PAEs in reinforcing marketing communications. It highlights consumption barriers’ relevance in emerging markets and demonstrates AEs’ mediating effect. Socially, it underscores e-mobility’s importance in future smart cities. Practically, it emphasizes utilizing consumer emotions in crafting effective promotional campaigns.