Influence of the Product Features on Consumer’s Product Intention for Electric Vehicle EV Marketing: Sub-themes: Product differentiation strategies for EVs

In recent times there has been concern about the depletion of natural resources and the over-exploitation of fossil fuels.India emits around 7.2% of the world’s total CO2 emissions. The Paris Agreement had an ambitious target to keep the Global warming below 2 degree Celsius. India has adopted the ambitious plan of net zero by 2070 by adopting mobility in a sustained manner and thereby reducing environmental impact. The GOI has developed a muti pronged approach to meet the above targets. Transportation being one of the primary causes of global warming, the Government has planned to move from fossil fuel dependency to Electric Mobility. Many earlier schemes like FAME I & II, National Electric Mobility mission have been planned by GOI to encourage the adoption of EV vehicles both in the commercial sector and the personal vehicle segment. This paper utilizes a significant amount of literature review to understand the personal preferences of the potential consumers for electric vehicle adoption. The paper not fully exhaustive does delve into the current reach on adoption of EV in specific through the prism of various theories like Theory of Reasoned Action, Theory of planned behaviour and few others to explain the adoption process of EV.