Motivational configurations driving electric vehicle adoption in urban India: evidence from Mumbai using empirical strategic analysis
DOI:
https://doi.org/10.69980/m03wt041Keywords:
Electric vehicle adoption, Sustainable entrepreneurship, Consumer motivation, Infrastructure readiness, Urban mobilityAbstract
The phenomenon of electric vehicle adoption in metropolitan settings is an important juncture for sustainable business strategies, consumer behaviour, and new forms of entrepreneurial development. Though government incentives and green consciousness have helped boost adoption, the pattern is inconsistent and warrants an in-depth analysis of the underlying motivational structures. This research aims to explore the hierarchical dominance of consumer motivations for electric vehicle adoption in the metropolitan city of Mumbai, particularly focusing on the role of infrastructure readiness. The research design is based on a cross-sectional quantitative method of data collection from primary data of 312 urban respondents and analysis of data through descriptive statistics, exploratory factor analysis, and multiple regression analysis. The results showed that economic motivation is the most dominant factor for electric vehicle adoption, followed by environmental concern. Technological perception and social influence are relatively less important factors for adoption. Most importantly, infrastructure readiness is a significant moderator of the relationship between key motivations and adoption behaviour. The research contributes to the sustainable business and entrepreneurship literature by providing a framework for understanding the underlying dynamics of electric vehicle adoption in an emerging economy. It also emphasises how consumer motivation patterns can be utilised to inform strategic decision-making, policy-making, and entrepreneurial opportunity recognition within the EV ecosystem. The findings of this research will be beneficial to firms and sustainable mobility ventures looking to drive EV growth within densely populated urban areas.
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