Understanding electric car adoption intention in India using modified Technology Acceptance Model 3 – Case study of Patna, India

Electric vehicles minimize air and noise pollution during use and are promoted for their environment friendliness. However, use of e-vehicles, particularly personal e-cars, is limited. Thus, focused investigation is required to identify vehicle, infrastructural and psychological factors influencing e-car adoption using appropriate psychological framework. This work attempts to understand e-car adoption intention for urban Indian commuters using modified Technology Acceptance Model – 3. Systematic investigation of effect of individuals’ driving exposure, love of technology, environmental concern about battery production and disposal and willingness to pay higher price for environmental friendliness on e-car adoption intention was conducted in Indian context. Face to face interviews were conducted in Patna, India using structured questionnaire with 338 valid responses. It could be observed that image consciousness, love of technology, perceived usefulness and ease of use influenced e-car adoption intention. However, knowledge of e-cars did not influence adoption intention. Individuals with e-car driving exposure were unwilling to adopt e-cars because of high charging time and safety issues in waterlogged streets. Battery production and disposal issues were observed to negatively influence adoption intention. Thus, policy initiatives towards improved e-car technologies, production processes and battery disposal mechanisms can improve e-car adoption intentions.