Electric vehicles (EV) and sustainability: Consumer response to twin transition, the role of e-businesses and digital marketing

Existing literature has acknowledged the role of electric vehicles (EVs) as a sustainability-oriented solution to counter the adverse environmental effects of fossil fuel-based vehicles. However, the research is still quite preliminary. It has not yet gone into the details and in-depth analysis required to understand and explain why EVs are not diffusing as anticipated, despite being both financially and environmentally a better solution for human mobility. The gap in research understanding is even more comprehensive in the case of electric vehicles (EVs), which achieve the critical objective of twin transition. The present study explores this aspect in detail by conducting a qualitative study to collect data from people who already own or are planning to purchase EVs in the near future. The study's basic premise is first to evaluate the reasons and motivators that cause consumers to buy/have positive intentions to buy EVs and the role the sustainability perspective plays in their decision making. Content analysis of 32 qualitative responses indicates that consumers' adoption of EVs/intention to adopt SEVs was impacted by digital features, financial considerations, and environmental concerns. The study also revealed a certain lack of awareness, mainly driven by misinformation about the potential adverse effect of EVs on the environment. Based on these findings, the study offers concrete suggestions on how various stakeholders, including e-businesses and digital marketing companies, can play a positive role in providing relevant information and promoting the use of EVs for the greater good. • E-businesses and digital advancements are optimal way to address the growing sustainability challenges. • This study showcases electric vehicles as digital innovations that can help advance the sustainability agenda effectively. • Findings reveal how electric vehicles are perceived in the green light, both positively and negatively. • Study suggests how different stakeholders can promote EV as digitally innovative solution for sustainability issues.