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With India contributing over 7% of global GHG emissions, this study investigates key factors driving Gen Z’s adoption of electric vehicles (EVs), including motivations, behavioral drivers, and environmental concerns. It also examines whether emotional ties to fuel-powered vehicles outweigh sustainability values. Drawing on the Theory of Planned Behaviour, Consumer Culture Theory, and Social Identity Theory, 24 participants (aged 18–30) were selected through stratified purposive sampling and interviewed. Thematic analysis via NVivo identified three core themes: environmental responsibility, economic barriers, and lifestyle integration. ISM-MICMAC analysis of six variables: SP, CE, DE, MC, CAB, and SI, refined by expert input, revealed SP as the main driver, while DE and MC were dependent. CAB and SI acted as linkage variables. The model highlights that beyond environmental and economic factors, experience and innovation are vital. This integrated framework offers context-specific insights into Gen Z’s EV adoption in India, addressing a key gap in emerging market research.

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Gen Z and the Green Shift: A TPB and ISM-MICMAC-Based Structural Analysis of Electric Vehicle Adoption in India

  • 会议论文

  • 发表日期：

    2026年

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  • Husnah Bhayani,
  • Sanjana Patil,
  • Nagaraj Navalgund,
  • P. Aranganathan,
  • Sanjay V. Hanji,
  • S. Christina Sheela

摘要

With India contributing over 7% of global GHG emissions, this study investigates key factors driving Gen Z’s adoption of electric vehicles (EVs), including motivations, behavioral drivers, and environmental concerns. It also examines whether emotional ties to fuel-powered vehicles outweigh sustainability values. Drawing on the Theory of Planned Behaviour, Consumer Culture Theory, and Social Identity Theory, 24 participants (aged 18–30) were selected through stratified purposive sampling and interviewed. Thematic analysis via NVivo identified three core themes: environmental responsibility, economic barriers, and lifestyle integration. ISM-MICMAC analysis of six variables: SP, CE, DE, MC, CAB, and SI, refined by expert input, revealed SP as the main driver, while DE and MC were dependent. CAB and SI acted as linkage variables. The model highlights that beyond environmental and economic factors, experience and innovation are vital. This integrated framework offers context-specific insights into Gen Z’s EV adoption in India, addressing a key gap in emerging market research.