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India’s electric vehicle (EV) market is growing fast, worth USD 2 billion in 2023 and expected to reach USD 7.09 billion by 2025, with annual sales estimated at 10 million units by 2030. Though the growth indicates a good policy and innovation landscape, the adoption process continues to be troubled by high prices and inadequate charging infrastructure. The Research explores post-adoption consumer behavior within the context of the Indian electric vehicle (EV), examining brand engagement, customer satisfaction, and green self-identity in influencing sustained usage and recommendation. Leveraging applicable behavioral and technology-fit theories, the Research uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine data from a stratified sample of Indian EV users. The findings underscore the significance of psychological motivators and user-technology congruence in maintaining consumer loyalty to green mobility. The Research provides actionable recommendations for marketers, policymakers, and sustainability advocates seeking to drive long-term EV uptake and enable the shift toward environmentally sustainable transport.
Sakshi et al. (Sat,) studied this question.