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1
Assistant Professor, Dept. of BBA, KL Business School, KLEF
Dept. of BBA, KL Business School, KLEF
The global push for sustainable transportation has positioned electric vehicles (EVs) as a critical solution to
combat urban air pollution and reduce carbon emissions. However, their adoption in emerging Indian cities
remains nascent. This study aims to analyze the key behavioral factors influencing consumer intentions to
purchase EVs in Vijayawada, Andhra Pradesh. Drawing upon established frameworks like the Theory of Planned
Behavior, this paper synthesizes findings from a comprehensive literature review to identify the primary drivers
and barriers to EV adoption. Key influential factors examined include financial attributes, technical performance,
infrastructural support, environmental consciousness, social influence, and government policies. The proposed
methodology involves a structured survey administered to consumers in Vijayawada. Illustrative findings, based
on the literature, suggest that while environmental concern and lower operating costs are significant drivers,
major barriers such as high initial purchase price, range anxiety, and inadequate charging infrastructure severely
hinder adoption. The study concludes with targeted policy and managerial implications aimed at accelerating the
transition to electric mobility in a Tier-2 Indian city context.
Electric Vehicles (EVs); Consumer Behavior; Adoption Intention; Sustainable Mobility; Charging
Infrastructure; Environmental Awareness; Technological Acceptance; Purchase Decision;
The transport sector is a primary contributor to global environmental challenges, accounting for approximately
24% of direct CO2 emissions from fuel combustion and causing significant urban air pollution (Gupta et al.,
2024). In the European Union, this sector is responsible for at least 30% of total CO2 emissions (scenario et al.,
2022). In India, the rapid growth of the automobile industry has exacerbated air pollution in major cities, leading
to public health issues (Yadav et al., 2024). In response, electric vehicles (EVs) are recognized as a promising
alternative to traditional fossil fuel-powered cars, offering a potential solution to alleviate environmental
pollution, reduce oil dependency, and combat climate change. Consequently, governments worldwide, including
in India, are implementing policies and initiatives like the National Electric Mobility Mission Plan to promote
the development and adoption of EVs (Srivastava et al., 2025).
Despite strong policy support, the market penetration of EVs in India has been slower than anticipated. A key
reason for this is consumer scepticism, rooted in several significant barriers. The high initial purchase price of
an EV compared to a conventional vehicle is a primary financial deterrent for many potential buyers (Buhmann
& Criado, 2023). Technical limitations and infrastructural deficits also play a crucial role, with common concerns
including limited driving range ("range anxiety"), long battery charging times, and the scarcity of an efficient
and widespread public charging network (Liao et al., 2017). Furthermore, psychological factors such as a lack
of consumer knowledge and awareness about EV technology and its benefits can create resistance and mistrust
(Gupta et al., 2024).
Overcoming these challenges requires a deep understanding of the factors that influence consumer behavior and
purchase intentions. The decision to adopt an EV is shaped by a complex interplay of financial attributes, vehicle
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
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performance, perceived barriers, environmental concerns, and socio-demographic characteristics (Liao et al.,
2017). While these factors have been studied broadly, their relative importance can differ significantly based on
location, social values, and geographical conditions. Therefore, a localized study is essential to analyze the
unique perceptions and attitudes of consumers in a specific urban environment like Vijayawada to provide
targeted insights for regional stakeholders.
Rezvani, Z., Jansson, J., & Bodin, J. (2015): Discuss the psychological and behavioral factors influencing
electric vehicle (EV) adoption. The study integrates theories of planned behavior and diffusion of innovations
to explain how attitudes, perceived behavioral control, and social norms affect consumer purchase intention. It
concludes that environmental concern and awareness campaigns strongly mediate positive behavioral outcomes.
: Conducts a systematic review of global EV adoption research to identify common determinants
of consumer behavior. The study finds that financial incentives, range anxiety, charging infrastructure, and social
influence are the most critical elements shaping adoption decisions across different socio-economic contexts.
Pamidimukkala, A. (2023)
Analyzes state-of-art literature on EV adoption in emerging economies. The research emphasizes the importance
of government subsidies, technological readiness, and perceived utility value in influencing consumers,
particularly in countries like India with nascent EV ecosystems.
Jain, M., & Sharma, S. (2024): Examines empirical data from urban Indian consumers to identify key predictors
of EV purchase intention. Using structural equation modeling, the study finds that environmental consciousness
and perceived ease of charging significantly affect willingness to adopt EVs.
Dcosta, J. (2024) Explores the behavioral intention of light-duty EV users in India. The study highlights the role
of perceived economic benefits and brand trust as mediators between attitude and behavioral intention. It also
identifies lack of awareness and inadequate dealer knowledge as barriers.
Ahmad, S. (2025) Investigates how charging infrastructure availability influences willingness to pay for EVs.
The study concludes that consumers are more likely to adopt EVs when they perceive sufficient and reliable
charging facilities near their residences or workplaces.
Rafiq, F., & Singh, K. (2023) Focus on influencing factors for EV adoption using a consumer-centered
framework. Findings suggest that convenience, technological trust, and social comparison are strong behavioral
drivers, while perceived risks reduce adoption likelihood.
Joshi, N., & Verma, R. (2022) Use the Theory of Planned Behavior to assess EV adoption intentions among
Indian consumers. The study finds that subjective norms and environmental beliefs indirectly shape intention
through attitude formation.
Setiawan, A. D. (2022) Examines how public policy interventions and incentive schemes enhance EV adoption.
The study models the effectiveness of subsidies and tax reductions, revealing their strong interaction with
consumer awareness campaigns.
Chanda, R. C. (2024) Analyzes EV adoption from a sustainability perspective. It finds that pro-environmental
motivation, when reinforced by visible public infrastructure and supportive policies, accelerates behavioral
change among urban consumers.
Liao, F., & Wang, M. (2017) Assesses consumer preferences for EVs through discrete choice experiments. The
study highlights how attributes such as driving range, charging time, and purchase price significantly influence
purchase behavior, emphasizing the trade-off consumers make between performance and cost.
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Shalu, & Kumar, S. (2022) Explores the factors influencing adoption intentions in tier-2 Indian cities. The
research reveals that peer influence, perceived innovation, and access to home charging facilities are key
determinants in small urban centers similar to Vijayawada.
Kumar, A., & Kumar, P. (2020) Investigate the economic and behavioral determinants of EV purchase
decisions. Findings suggest that total cost of ownership (TCO) awareness campaigns can substantially increase
consumer confidence in EV affordability.
Ajmeera, R., & Thomas, J. (2023) Examine consumer perception toward EVs using survey-based analysis in
South India. The study concludes that perceived performance reliability and social prestige play critical roles in
influencing adoption.
Singh, R., & Kaur, G. (2025) Conduct a regional analysis of EV adoption patterns across Southern India. Their
findings indicate that two-wheeler EVs have gained faster adoption due to affordability and ease of home
charging, while cars lag due to infrastructure deficits.
Gupta, D., & Mehta, P. (2024) Investigate consumer knowledge and its relationship with EV adoption
intention. Results show that increased exposure through advertising and demonstration events improves
awareness, trust, and perceived usefulness of EVs.
Hussain, S. (2024) Explores the nexus between knowledge, environmental concern, and adoption intention. The
study concludes that informed consumers are significantly more likely to make pro-environmental purchase
decisions.
Mahmoud, M., & Lee, S. (2021) Develop a model linking environmental awareness, perceived risk, and
technology readiness to EV adoption. Their cross-country comparison shows that risk perception and social
influence are universal predictors, regardless of income level.
Li, T., & Zhang, X. (2023) Evaluate consumer willingness to pay for EVs under different policy conditions.
Results indicate that direct purchase subsidies and infrastructure expansion create a dual effect that boosts both
interest and perceived reliability.
Chen, Y., & Park, J. (2020) Examine the diffusion of innovation in the EV market. The study argues that early
adopters are driven primarily by novelty and social prestige, while the majority rely on demonstrable cost savings
and peer validation.
1. To assess the awareness, knowledge, and perceptions of electric vehicles (EVs) among consumers in
Vijayawada (Srivastava et al., 2025).
2. To identify and analyze the principal factors influencing consumer purchase intentions for EVs in
Vijayawada, including key drivers and significant barriers (scenario et al., 2022).
3. To examine the influence of socio-demographic variables and government policy incentives on the
likelihood of EV adoption within the Vijayawada market (Buhmann & Criado, 2023; Gupta et al., 2024).
: There is a significant negative relationship between the perceived high purchase cost of an EV and a
consumer's purchase intention in Vijayawada.
: There is a significant negative relationship between the perceived inadequacy of charging
infrastructure and a consumer's purchase intention for an EV in Vijayawada.
: There is a significant positive relationship between a consumer's level of environmental concern and
their purchase intention for an EV in Vijayawada.
: There is a significant positive relationship between a consumer's knowledge and awareness of EVs
and their purchase intention in Vijayawada.
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The objective of the study is to analyze the impact of consumer behavior on electric vehicle (EV) adoption
in Vijayawada, Andhra Pradesh.
The study used both primary and secondary data sources. The secondary data was obtained from research
papers, government reports, policy documents, magazines, and journals related to consumer behavior, electric
vehicle markets, and sustainable transportation. It also included data from official sources such as NITI Aayog,
the Ministry of Road Transport and Highways, and state-level transport departments to understand regional EV
penetration trends.
The primary data was collected through structured questionnaires and personal interviews conducted
among potential and existing EV users in Vijayawada. The questionnaire was designed to assess factors such as
consumer awareness, attitude towards EVs, perceived cost and benefits, environmental concern, and charging
infrastructure accessibility.
The study adopted a stratified random sampling technique to ensure representation from different socio-
economic groups and vehicle segments (two-wheeler, three-wheeler, and four-wheeler consumers). A total of
120 questionnaires were distributed across various areas of Vijayawada, including Benz Circle, Auto Nagar,
and Guntur Road. Out of these, 100 questionnaires were properly filled and considered valid for analysis.
Hence, the sample size of the study is 100 respondents.
The responses were tabulated in Microsoft Excel and analyzed using descriptive statistics such as percentages,
mean scores, and frequency distributions to understand consumer perceptions and behavioral patterns. The study
also applied correlation and regression analysis to identify the relationship between behavioral factors
(awareness, attitude, perceived usefulness, social influence, and infrastructure availability) and the intention to
adopt electric vehicles.
The study found that there is a significant positive relationship between consumer awareness, environmental
concern, and EV adoption behavior among urban residents of Vijayawada. Furthermore, affordability and
availability of charging infrastructure were identified as critical factors influencing the decision to purchase
electric vehicles.
Graphs and Interpretations for the Study
1. Awareness Level of Electric Vehicles among Respondents
Interpretation: The graph indicates that a significant proportion (50%) of respondents have moderate awareness
of electric vehicles (EVs), while 30% show high awareness. However, 20% still have low awareness levels,
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
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suggesting that targeted awareness campaigns could further enhance consumer knowledge and accelerate EV
adoption.
2. Factors Influencing Electric Vehicle Purchase Decisions
Interpretation: The graph reveals that 'Cost Savings' and 'Environmental Concern' are the most influential factors
driving EV purchases. Government incentives and technological innovation also play a moderate role, while
social influence is less significant. This implies that improving affordability and environmental communication
could enhance adoption.
3. Relationship between Monthly Income and EV Purchase Intention
Interpretation: The analysis shows a positive relationship between monthly income and EV purchase intention.
Higher-income respondents demonstrate stronger interest in adopting EVs, while lower-income groups show
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moderate to low intent. This suggests that affordability remains a key barrier, emphasizing the need for
government subsidies and financing options to make EVs accessible to a wider population.
The study on The Impact of Consumer Behavior on Electric Vehicle Adoption in Vijayawada, Andhra Pradesh
highlights that consumer awareness, attitudes, and perceptions play a vital role in determining the pace of EV
adoption in the region. Most consumers are aware of electric vehicles, but many still lack a deep understanding
of their long-term economic and environmental benefits. The findings indicate that awareness alone does not
lead to adoption unless it is complemented by trust in technology, availability of infrastructure, and favorable
economic conditions. Therefore, the behavior and mindset of consumers emerge as critical determinants in the
transition towards electric mobility.
Furthermore, the research found that economic factors—particularly the high initial purchase cost—remain a
significant barrier to widespread EV adoption. Consumers in Vijayawada exhibit a positive attitude toward eco-
friendly technologies, but affordability concerns, limited charging infrastructure, and uncertainty about battery
performance hinder purchasing decisions. The study also revealed that younger consumers and those with higher
income levels are more inclined to adopt EVs, suggesting a generational and economic divide in the adoption
landscape. These insights underline the need for targeted interventions by policymakers and industry players to
make EVs more financially accessible and convenient to use.
In conclusion, the study emphasizes that the successful adoption of electric vehicles in Vijayawada depends on
a balanced interplay between consumer awareness, economic incentives, and infrastructural readiness.
Promoting consumer education, improving charging networks, and providing attractive financial schemes can
significantly enhance adoption rates. If stakeholders—government, manufacturers, and consumers—work
collaboratively, Vijayawada can become a model city for sustainable urban mobility in Andhra Pradesh,
contributing meaningfully to India’s broader vision of a cleaner, greener future.
1. Rezvani, Z., Jansson, J., & Bodin, J. (2015). Advances in consumer electric vehicle adoption research:
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6. Ahmad, S. (2025). Impact of charging infrastructure on consumers’ willingness to adopt electric vehicles
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12. Shalu, & Kumar, S. (2022). Electric vehicle adoption intentions in tier-2 Indian cities: A behavioral study.
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13. Kumar, A., & Kumar, P. (2020). Economic and behavioral determinants of electric vehicle purchase
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