Adoption of Eco-Friendly Transport in India: An Empirical Analysis of Consumer Attitudes and Behaviour

Abstract

The intensifying environmental concerns and global commitments to reduce carbon emissions have positioned green transportation technologies as pivotal solutions for sustainable mobility. The transition toward green transportation not only contributes to environmental preservation but also supports economic growth, public health, and energy security. This empirical study investigates the behavioural, economic, environmental, and social determinants influencing consumer adoption of green transportation solutions, such as electric vehicles (EVs) and hybrid mobility platforms. Grounded in three key theoretical frameworks—the Theory of Planned Behaviour (TPB), the Technology Adoption Model (TAM), and the Diffusion of Innovation (DOI) theory—this research seeks to assess the complex interplay between consumer attitudes, intentions, social norms, and actual adoption behaviours. Data were collected through structured questionnaires from a sample of 103 respondents across five major Indian metropolitan cities: Chennai, Bengaluru, Hyderabad, Mumbai, and Kolkata. The study employed a quantitative methodology using descriptive analysis, correlation, and multiple regression through IBM SPSS. Variables measured included economic incentives, environmental awareness, social norms and values, attitudes toward adoption, perceived behavioural control, intention to adopt, and actual adoption behaviour. The regression analysis revealed that attitude towards green transportation emerged as the only statistically significant predictor of actual adoption behaviour (p = 0.025), indicating that a favourable consumer mindset plays a pivotal role in the transition to sustainable mobility. Interestingly, economic and environmental factors—though often emphasized in public discourse—were not found to be significant drivers in isolation. Social factors showed marginal influence (p = 0.090), suggesting a cultural dimension where peer influence and social validation may shape behavioural outcomes. Additionally, the study identified a considerable gap between intention, perceived behavioural control, and actual adoption behaviour, as evidenced by paired t-test results. These findings underscore the importance of bridging the cognitive-perceptual gap to translate intention into action. The conceptual framework tested within this research offers a practical model for stakeholders, including policymakers, marketers, and transportation authorities, to design targeted interventions. Policy recommendations emerging from this study emphasize the need for consumer education campaigns, improved green transport infrastructure, and community-based marketing to enhance attitudinal shifts and trust in emerging technologies. By providing empirical insights into consumer preferences and barriers, this research contributes to the broader literature on sustainable transportation in emerging economies. It advocates for a behavioural-centric approach to green mobility that complements financial and policy mechanisms. Ultimately, fostering a culture of pro-environmental behaviour is essential for advancing India’s sustainable urban development goals.