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Examining how perceived marketplace influence and psycho-socio-contextual factors influence user's intention to accept battery-powered cars
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DOI：10.1080/15567249.2025.2559939.png)
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Abstract
En 中文
Despite aggressive policy interventions, electric vehicles (EVs) acceptance in India remains limited, underscoring the need to understand how psychological, contextual, and social influence mechanisms shape consumer intentions. This investigation identified key determinants of electric vehicles acceptance intention (EVAI) amid limited availability in the Indian auto market. Using primary survey data collected from Delhi-NCR (614 participants), the study employed descriptive statistics, visual analysis of key relationships, and advanced multivariate analytical techniques to extend the Theory of Planned Behavior (TPB) by integrating relative advantage and complexity, and introducing perceived marketplace influence (PMI) as a novel and central construct to address an existing gap by capturing individuals' beliefs in their ability to influence broader market behavior. The study examined socio-psycho-contextual factors affecting EVAI, highlighting both the direct role of PMI and its mediating role between exogenous variables and EVAI. The results revealed that PMI, perceived complexity, ecological attitude, regulatory incentives, and purchase price significantly influenced EVAI. Ecological attitudes and less complex mechanism strongly shaped PMI. PMI partially mediated between selected socio-psycho-contextual factors and EVAI. The extended model demonstrated strong explanatory power (R2 = 0.66), primarily driven by the inclusion of PMI and perceived complexity. These two factors substantially strengthened the model's ability to explain acceptance intention, underscoring the behavioral relevance of market visibility and ease of use. By embedding PMI within the framework, the study provides new empirical insights into how market signals influence consumer intention in emerging markets. It also addresses key literature gaps through an original methodology, presents empirical evidence on socio-psycho and contextual factors shaping EVAI, advances theoretical understanding, and offers actionable insights for market-oriented interventions, ecological attitude-driven approaches, and supportive policy measures.
Keywords:
Electric vehicles
determinants
mediation analysis
multiple regression
perceived marketplace influence
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