Article
Consumer Behaviour Toward Electric Vehicles in Emerging Economies: Evidence from Gujarat
The transition towards electric vehicles (EVs) has emerged as a crucial strategy for achieving sustainable transportation and reducing carbon emissions in emerging economies. This study investigates the factors influencing consumer behaviour toward electric vehicles in Gujarat, India, by integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Theory of Planned Behaviour (TPB). A quantitative research design was adopted, and primary data were collected from 450 valid respondents using a structured questionnaire. The proposed conceptual model was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4. The findings reveal that performance expectancy, social influence, and facilitating conditions significantly and positively influence consumers' attitudes toward electric vehicles. Furthermore, attitude significantly enhances purchase intention, which subsequently exerts a strong positive effect on consumer behaviour. The measurement and structural model assessments confirmed satisfactory reliability, validity, predictive relevance, and explanatory power of the proposed framework. The study also demonstrates the mediating role of attitude in strengthening the relationship between performance expectancy and purchase intention. By integrating technological acceptance and behavioural intention theories, this research contributes to the growing literature on sustainable mobility in emerging economies and provides practical insights for policymakers, automobile manufacturers, and marketers to formulate effective strategies for accelerating electric vehicle adoption in India.