Examining Electric Vehicle Purchase Intention Through Consumption Values: A PLS-SEM Study in an Emerging Market

Author: Mr. Miteshkumar Babuji Thakor Dr. Chirag Rasikbhai Patel
Published Online: January 5, 2026
Abstract
References

The objective of this study is to understand how various dimensions of perceived value shape consumers‘ intentions to buy electric vehicles (EVs). Based on the ‗Theory of Consumption Values‘, the research examines the effects of functional, emotional, novelty, symbolic, and conditional values on EV purchase intention within an emerging market context. Methodology: The study employed a quantitative research design, collecting data from 838 individuals who were aware of electric vehicles. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to analyse the measurement and structural relationships. The results demonstrate strong construct reliability and validity, supporting the adequacy of the proposed framework. Findings: All value dimensions showed a significant effect on EV purchase intention, but their influence levels differed. Conditional value was the strongest predictor, highlighting the importance of subsidies, policy support, and charging infrastructure. Emotional value also had a strong impact, showing that feelings and psychological benefits shape consumer decisions. Functional and novelty values had moderate influence, while symbolic value, although significant, had the weakest effect. Implications: The results show that EV adoption strategies in emerging markets should combine practical incentives with emotional and functional benefits. Policymakers, marketers, and manufacturers can use these insights to design better policies, communication plans, and product features that support the shift toward sustainable mobility. Originality/Value: This study adds new evidence on EV adoption by confirming the relevance of the ‗Theory of Consumption Values‘ in an emerging market. It improves theoretical understanding of how different value perceptions drive EV purchase intention and provides useful guidance for promoting green and sustainable transportation.

Keywords: Electric vehicles; Consumer behavior; Purchase intention; Consumption values; Sustainability; PLS-SEM; Perceived value; Green technology adoption; Mobility transition; Incentives; Infrastructure.
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