V2I9P29

An Experimental Study on Consumer Perception and Marketing Strategies for Electric Vehicles: Overcoming Adoption Barriers through Green Branding and Digital Engagement (Aligned with SDG 7: Affordable and Clean Energy)

Dr. Nischitha H.^1*, Ms. Sushma P.²

Abstract

The transition to a sustainable transportation system is critical for addressing global climate change and energy security. Electric Vehicles (EVs) are at the forefront of this shift, yet their widespread adoption is hindered by significant consumer-perceived barriers, including high upfront costs, range anxiety, and a lack of charging infrastructure. While governments have implemented various incentives, a critical gap remains in understanding how strategic marketing can effectively shift consumer perception and drive adoption. This paper presents an experimental study designed to investigate the effectiveness of two key marketing strategies: “green branding” and “digital engagement,” in overcoming these adoption barriers. We hypothesize that a combination of these strategies will significantly improve consumer attitudes, perceived value, and purchase intention. Through a mixed-methods approach—combining a quantitative online survey with a qualitative focus group discussion—this research will provide empirical evidence and actionable insights for EV manufacturers and policymakers. The findings will contribute to the academic literature on sustainable marketing and consumer behavior, while offering a practical framework for developing impactful EV marketing campaigns. This study aligns with the United Nations Sustainable Development Goal (SDG 7: Affordable and Clean Energy), emphasizing the role of clean mobility in achieving sustainable energy systems.

Keywords:

EV vehicles, consumer-perceived barriers, marketing strategies, green branding,  barriers., SDG 7: Affordable and Clean Energy