Consumer Perception and Adoption Intention Towards Electric Vehicles: Evidence from Karnataka

Abstract

The global automotive sector is undergoing a decisive shift toward electrification, driven by climate commitments, rising fuel costs, and government policy support. India, the world's third-largest automobile market, registered close to two million electric vehicles in FY 2024–25 alone, yet actual ownership still lags far behind stated interest, particularly outside metropolitan hubs. This study examines consumer perception and adoption intention toward electric vehicles (EVs) among 175 respondents drawn primarily from Mysuru, Bengaluru, and surrounding districts of Karnataka, a state that was the first in India to notify a dedicated EV and Energy Storage Policy. Using a structured questionnaire administered online and grounded in the Theory of Planned Behavior, the study measured demographic profile, current vehicle ownership, attitude toward EVs, perceived barriers and enablers, importance ratings of nine purchase-relevant attributes, preferred incentives, and future purchase likelihood. Descriptive statistics show that while only 5.7% of respondents currently own an EV, 72.5% are either considering or open to purchasing one (“Yes” or “Maybe”), and overall attitude skews mildly positive (50.3% positive or very positive versus 12.6% negative or very negative). Brand and model availability (M = 4.45), driving range (M = 4.41), and maintenance cost (M = 4.40) emerged as the most important purchase attributes, while battery life and replacement cost (60.0%), limited driving range (57.7%), and inadequate charging infrastructure (56.0%) were the most cited barriers. Chi-square tests found no statistically significant association between purchase intention and gender, income, age, or education (all p > .05), but attitude toward EVs (χ² = 46.97, p < .001) and awareness level (χ² = 17.83, p = .023) were both significantly associated with purchase consideration. These findings suggest that, in this sample, EV adoption intention is shaped more by perception and information exposure than by demographic or economic segmentation a pattern with direct implications for marketers and policymakers seeking to widen the EV consumer base beyond early, higher-income adopters. The paper closes with policy and managerial recommendations centered on awareness campaigns, charging-infrastructure expansion, and range-anxiety mitigation, and situates these findings within the conference's broader themes of AI-driven business innovation, sustainable business models, and smart technologies for sustainable development