Understanding the Role of Environmental Awareness in Consumer Behaviour Towards Electric Two-Wheelers in India

Abstract

With an emphasis on how eco-consciousness affects adoption patterns and purchase intents, this study investigates how customer behaviour towards electric two-wheelers (ETWs) in India is influenced by environmental awareness. Electric two-wheelers present a sustainable alternative to traditional vehicles in light of the pressing environmental issues caused by emissions from fossil fuels and urban air pollution, although adoption rates vary throughout consumer segments. This study uses a mixed-methods approach that includes in-depth interviews and a survey of 500 Indian customers who live in urban and semi-urban areas. It focusses on the influence of environmental consciousness in promoting or discouraging the adoption of ETW. Results show that customers' desire to buy ETWs is strongly correlated with their level of environmental consciousness, particularly among younger and better-educated consumers. However, barriers such as cost concerns, lack of infrastructure, and limited awareness of ETW benefits continue to hinder widespread adoption. These insights suggest that targeted awareness campaigns and enhanced government incentives could significantly boost ETW adoption by tapping into growing environmental awareness among Indian consumers. The study emphasizes the necessity of focused approaches to overcome these obstacles. Adoption may be significantly accelerated by awareness campaigns emphasizing the benefits of ETWs combined with increased government assistance in the form of tax breaks, subsidies, and infrastructure development. Stakeholders may promote a substantial shift toward cleaner and greener transportation options by capitalizing on Indian consumers' growing eco-consciousness, which will help the country achieve its sustainability and environmental goals.