Abstract

The electric vehicle (EV) industry demonstrates intensive growth due to global trends and technological developments yet India registers lower adoption rates than other developing markets. The investigation of cultural factors affecting EV adoption remains insufficiently studied which creates an opportunity to understand how proper marketing strategies for India's cultural diversity improve consumer behavior toward EVs. The analysis examines how marketing strategies customized for different Indian cultural regions affect Electric Vehicle (EV) adoption throughout the nation. The study demonstrates that financial incentives combined with environmental policies are insufficient to boost EV adoption rates because changing consumer perspectives along with social influences and digital marketing strategies play the most important role in encouraging adoption. The study applies a mixed-methods methodology to merge qualitative interview data with quantitative survey results which reveals consumer decision factors based on regional cultural values and social media effects and branding approaches. The study adds to sustainable transportation research by demonstrating methods to speed up EV market takeoff in India through social and cultural understanding. The paper presents strategic guidelines to enhance EV promotion methods which align with cultural preferences for policymakers and automobile producers and marketing professionals.

Introduction

A recent study evaluates how marketing strategies that align with Indian cultural values influence the adoption of Electric Vehicles (EVs) across the country.. The growing focus on sustainable transportation systems has generated widespread evaluations about consumer education together with official standards and road networks. Little evidence exists which details how cultural principles affect customers' choices and understanding regarding electric vehicle purchases. The relationship needs clear understanding because India shows both cultural and behavioral differences in different parts of the country. The research question is: How do marketing strategies

that match local cultural values affect how people in different regions of India start using electric vehicles?

The automotive industry worldwide has begun its transition from conventional vehicles to electric ones because it aims to decrease carbon pollution and energy dependency from fossil fuels. India, alongside other developing areas encounters specific obstacles when expanding electric vehicle adoption even though multiple advanced nations succeed in this transition. The rate of electric vehicle adoption is influenced by three primary factors that include inadequate infrastructure systems, expense barriers and negative consumer opinions. The purchasing behavior of Indian consumers becomes more complex because they base their decisions on traditional cultural norms and market conditions operating within their communities. The acceptance of technology by consumers will be achieved through marketing approaches which conform to cultural elements.

Indian research about EV adoption has so far centered on technological efficiency alongside economic variables and governmental financial programs. The research conducted by Chawla et al. (2023) and Jena (2020) establishes ecological awareness as a factor which promotes EV adoption. People will move towards EVs because they directly experience environmental benefits which include a decrease in CO2 emissions coupled with reduced dependence on petroleum products. Research has shown effectiveness in presenting environmental benefits as an ongoing challenge for these studies. In India consumer preferences together with the accessible infrastructure and supportive government policies serve as central factors for EV adoption according to Bansal et al. (2021) and Bhattacharya & Thakre (2020). Government policies which offer incentives bring essential support for the adoption of electric vehicles, while stakeholder cooperation (which means different groups like the government, businesses, and consumers, working together to achieve a common goal), stands as a main challenge to fully adopt electric vehicles.

The findings of this research will enable makers of automobiles and government officials together with marketers to create better EV promotion plans that adapt to different social environments.

Research Methodology

The research methodology for this study employs a mixed-methods design combining qualitative and quantitative approaches to investigate how marketing strategies aligned with the local cultural values influence the adoption of electrical vehicles (EV) across different regions in India. This design was selected to capture both the statistical trends and the cultural values shaping the adoption of EV vehicles. The study is exploratory and descriptive in nature, aiming to understand patterns and underlying factors.

Primary Data was collected through a series of interviews and survey questionnaires, with the help of interview guides and structured questionnaires developed and validated for reliability.

Reliability was ensured through a pilot study and expert reviews. Secondary Data is sourced from market reports, government documents and industry data. The research process is organized, starting with testing the survey and interview questions on a small group to make sure they work well, and then moving on to conducting the actual surveys and interviews with participants.

Literature Review

The evaluation of existing research about electric vehicles (EVs) and social media market influences forms the core purpose of this study. The research focuses on identifying key drivers of EV adoption and assessing consumer preference patterns along with ecological consciousness. Additionally, it investigates the impact of social media on consumer behavior in the real estate market.

The review investigates ecological awareness alongside environmental impact and technological EV advancements and consumer preferences along with social media market effect on consumer behavior. The research investigates multiple studies on Indian markets, along with those examining digitally connected USA and Indian markets, to understand cross-market influences, technological adoption trends, and the impact of digital integration on consumer behavior in EV adoption and real estate. The paper starts with thematic organization before performing a comparative evaluation of research findings, which identifies key results and proposes investigations for future research.

Interviews

The researcher conducted interviews for four weeks between January and February 2025 to study how market strategies that respect local cultural preferences impact EV adoption in different Indian regions. Our research series occurred through virtual connections on Zoom and Google Meet coupled with in-person meetings to obtain responses from numerous participants. Each session lasted approximately 30-45 minutes. The research involved interviewing 15 participants which included: People who plan to buy electric vehicles fall under the category of potential EV consumers. Established electric vehicle owners shared their perspectives about driving an EV and explain their reasons behind EV ownership. Experts from the automobile sector supplied market trends information to the study. Marketing experts were consulted to evaluate marketing methods between advertising and branding strategies. The advisors help policymakers understand the regulatory and policy impacts on a particular subject.

Conclusion

This study aimed to explore the key factors influencing consumer attitudes toward electric vehicles (EVs) in India, focusing on motivations, concerns, and barriers to adoption. With the growing global shift toward sustainable transportation, understanding what drives or deters potential EV buyers is crucial for businesses, policymakers, and consumers alike. The research sought to identify the primary determinants of EV adoption, emphasizing environmental awareness, infrastructure availability, financial feasibility, and the role of social influence.

Author Profile

SHAURYA KAPOOR

STUDENT OF MYP5 - GRADE 10

PATHWAYS SCHOOL GURUGRAM