Drivers of purchase intention – hedonic or utilitarian values? A case of Indian electric car market

This study focuses on the hedonic and utilitarian values in relation to customer attitude and purchase of electric cars. The research is being conducted in select states in India who have implemented favourable electric vehicle policies. Data is collected from potential customers from these states using a validated questionnaire. The data is then analysed using structural equation modelling-partial least square method and results are presented. Both hedonic and utilitarian values were found to have a significant influence on purchase intention, out of which, hedonic values were found to have a stronger influence. The outcome of this research provides an understanding of the mindset of Indian consumers towards electric car purchase for which practitioners can implement suitable marketing strategies.