Driving green or driving towards doomsday? Unveiling fear and norm dynamics in electric vehicle adoption among India's middle-class

Deka, Chayasmita; Deka, Chayasmita; Dutta, Mrinal Kanti; Yazdanpanah, Masoud; Komendantova, Nadejda · 2025 · DOAJ

DOI: 10.3389/fsrma.2025.1650833

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Summary

This study investigates the socio-psychological mechanisms driving electric vehicle (EV) adoption intentions among India’s middle class, specifically within Assam, a fast-developing region in northeast India characterized by collectivist cultural norms. Motivated by the urgent need for low-carbon lifestyle transitions amidst escalating climatic extremes and the low uptake of EVs despite government subsidies, the research addresses a gap in existing literature. Previous studies have predominantly focused on economic, technical, and volitional factors using frameworks like the Theory of Planned Behavior (TPB) or Technology Acceptance Model (TAM). This paper uniquely examines the combined effect of norm-based and fear-based drivers, arguing that intention formation is a complex process involving multiple social and psychological aspects that single-theory models often overlook. To analyze these dynamics, the authors integrated the Norm Activation Model (NAM) and Protection Motivation Theory (PMT). The study focused on the intention to adopt two-wheeler and four-wheeler personal vehicles. Data were analyzed using structural equation modeling to test the relationships between various constructs, including subjective norms, personal moral norms, perceived vulnerability, and environmental awareness. This methodological approach allowed for the examination of how affect-cognition mechanisms interact to shape behavioral intentions in a context where past infrastructural bottlenecks may influence openness to new technologies. The findings reveal that subjective norms and perceived vulnerability are the most significant norm-based and fear-based predictors of EV adoption intention, respectively. Structural equation modeling indicated that norm and fear-based constructs operate in parallel rather than sequentially. A key distinction from Western contexts was identified: personal moral norms had less direct impact on intention in this collectivist setting, where social validation and group norms held greater weight. Furthermore, the study found that environmental awareness and concern were ineffective in driving adoption unless accompanied by fear cues indicating personal vulnerability and a belief in the possibility of mitigation. The significance of these findings lies in their implications for policy and communication strategies. The results suggest that nationwide financial incentives alone are insufficient to accelerate EV adoption in regions like Assam. Instead, localized, tailored communication strategies that incorporate affect-filled messages highlighting personal vulnerability and social norms are necessary. By understanding the interplay of fear and norms, policymakers can design more effective interventions that address the specific socio-psychological barriers present in collectivist cultures, thereby promoting sustainable transportation and mitigating climate change impacts.

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• acceptance adoption