Identifying and Ranking Barriers to Electric Vehicle Adoption among First-Time and Second-Time Potential Buyers in India: A Delphi-AHP Approach
DOI:
https://doi.org/10.53555/jaes.v21i3.77Keywords:
Electric Vehicle Adoption, Delphi Method, Analytic Hierarchy Process, EV Barriers, Sustainable Entrepreneurship, Indian EV MarketAbstract
India’s push toward electric mobility is critical for addressing urban pollution, reducing carbon emissions, and achieving sustainable transportation goals. However, the transition to electric vehicles (EVs) faces substantial resistance due to multidimensional barriers varying across consumer segments. This study identifies and prioritizes these barriers by examining two groups: first-time and second-time potential EV buyers, providing actionable insights for differentiated policy and market interventions.
A three-phase research design was employed. First, a comprehensive literature analysis identified 25 obstacles across five dimensions: technological, infrastructural, financial, social, and policy-related. Using the Delphi approach, expert evaluations from 30 participants—15 from each consumer segment—identified the top ten essential problems for each group. These were evaluated using the Analytic Hierarchy Process (AHP) to determine relative importance.
Findings reveal that while range anxiety and inadequate charging infrastructure are universally critical, first-time buyers prioritize performance concerns and social influence, whereas second-time buyers are more influenced by economic factors, technological skepticism, and policy clarity.
The study offers segment-specific recommendations—ranging from infrastructure enhancement and performance assurance to financial incentives and transparent policies—to accelerate India’s EV transition. It also provides implications for entrepreneurs and SMEs developing EV-related solutions. By identifying barriers across segments, the study supports innovation in sustainable business models—such as localized charging networks, battery leasing, and digital mobility platforms—strengthening Asia’s green entrepreneurial ecosystem and contributing to literature by integrating comparative consumer perspectives into a structured prioritization framework.
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