Driving green or driving towards doomsday? Unveiling fear and norm dynamics in electric vehicle adoption among India's middle-class

Amidst escalating challenges concerning extreme climatic events, the transition to low-carbon lifestyles has emerged as a significant policy priority. To that end, adoption of low-carbon technologies like electric vehicles (EVs) is critical. This study is a novel examination of the socio-psychological mechanisms shaping intentions to adopt EVs in Assam, a fast-developing region in northeast India, characterized by collectivist cultural norms. While existing research has primarily focused on economic, technical, and volitional factors such as perceived behavioral control, environmental awareness and attitudinal variables, this study examines the combined effect of norm and fear-based drivers of intention to adopt EVs. Utilizing the Norm Activation Model (NAM) and the Protection Motivation Theory (PMT), this study identifies subjective norms and perceived vulnerability as the most significant norm-based and fear-based predictor of intention respectively. Structural equation modeling reveals a parallel rather than sequential operation of norm and fear-based constructs, with mediated intention pathways featuring a complex interplay of affect-cognition mechanisms shaping intention. Unlike findings in Western contexts, personal moral norms have less direct impact in shaping intention in a collectivist setting where social validation and group norms weigh higher. Awareness and environmental concern is also found to be ineffective unless it is accompanied with fear cues indicating personal vulnerability and a belief in the possibility of its mitigation. The findings highlight the need for localized, tailored, affect-filled communication strategies over nation-wide financial incentives alone to accelerate EV adoption. The limitations and directions for further research on evolving EV ecosystems are discussed.