Predicting Adoption Intention and Willingness to Pay for the Electric Vehicle to Build Sustainable Cities in India: Using an Extended TPB Model

The purpose of this article is to provide a general overview of the state of EV innovation and individuals’ willingness to adopt new technology. The creation of new transport technologies is necessary due to the ever-increasing pollution and depletion of natural resources. In effort to lessen the negative consequences caused by the excessive use of conventional vehicles powered by carbon, transportation authorities, and operators have recently promoted EV adoption, which has the potential to reduce constantly increasing pollution and other environmental hazards making cities more environmentally sustainable. Based on the extended theory of planned behaviour (TPB) this study aims at investigating the impact of four psychological constructs on adoption intention (AI) and willingness to pay (WTP) for it. Furthermore, the study also examines the mediating role of AI in the path of psychological constructs and WTP; gender’s role as a moderator is also explored. All of the psychological constructs had a significant effect on WTP and AI, with AI playing a significant mediating role. The empirical finding was based on data collected from Indian respondents by using convenience sampling technique.