A Study on the Green Mobility Gap between Consumer Awareness and Adoption of Low Emission Vehicles in Indore City

Abstract

The transition towards sustainable transportation has become increasingly important due to rising concerns about air pollution, climate change, fuel dependency, and urban traffic congestion. Low-emission vehicles, particularly electric vehicles (EVs), are considered an important solution for promoting cleaner and more sustainable urban mobility. India has witnessed significant growth in electric mobility, supported by government initiatives such as FAME-II and the PM Electric Drive Revolution in Innovative Vehicle Enhancement (PM E-DRIVE) Scheme. Recent government data indicate that EV adoption in India has increased substantially, while charging infrastructure has also expanded.

However, awareness does not necessarily translate into actual adoption. Consumers may be aware of the environmental benefits and government incentives associated with low-emission vehicles but may still hesitate to purchase them because of high initial costs, limited charging infrastructure, range anxiety, battery-related concerns, lack of information, resale-value uncertainty, and perceived maintenance issues. This difference between what consumers know and what they actually adopt is referred to in this study as the green mobility gap.

This study examines the gap between consumer awareness and actual adoption of low‑emission vehicles (LEVs)—including electric two‑wheelers, three‑wheelers, and cars—in Indore, Madhya Pradesh. Using a structured survey of residents and descriptive plus inferential analysis, the research quantifies awareness levels, identifies key barriers to adoption, and models factors influencing purchase intention versus actual behaviour. Findings indicate high environmental awareness but moderate-to-low adoption, with infrastructure, cost, and range anxiety emerging as primary constraints. The paper concludes with policy and marketing recommendations to bridge the awareness–adoption gap and accelerate green mobility in Indore. The study recommends stronger consumer awareness campaigns, improved charging infrastructure, transparent information regarding vehicle costs and batteries, financial incentives, and greater availability of affordable low-emission vehicles.