Applying the theory of planned behavior to consumer adoption behavior of the Electric Vehicle (EV) industry

This study explores the impact of environmental concerns, social influence, and perceived cost on patrons’ willingness to transition to electric vehicles (EVs). According to our hypothesis, brand awareness considered as a moderator influencing customers' shift purpose towards EV adoption. We conducted a quantitative study using a structured questionnaire and obtained responses from 318 participants. The data analysis was undertaken using the partial least square regression method. The results of our investigation revealed that both environmental concerns and perceived cost management play a significant role in the transition from migration intention (MI) to EV adoption (EA), directly impacting consumer selection behaviour regarding EV adoption. Brand awareness moderates the shift in behavioural intention, shaping EV adoption behaviour. These conclusions combined to formulate the model that expresses the consumer transition from Gasoline vehicles to EVs. These findings indicate the difficulty in persuading consumers to adopt EV’s due to social pressures, consumer attitudes and fiscal aspects play an influential part in EV adoption.