Join the ‘EV'olution: the interplay of mass media awareness, politics of environmentalism, and social perception in driving public EV usage intention

Abstract

Purpose – The growing concern for environmental sustainability and emphasis on the reduction of carbon emissions have made public electric vehicles (PEVs) a promising solution to the transportation issues in metropolitan regions. The study aims to identify the drivers and inhibitors influencing public EV usage intention (PEVUI). Design/methodology/approach – The research assessed the PEVUI among 585 respondents through structural equation modeling (SEM), integrating and augmenting the media-based perception and adoption model (MPAM) with the unified theory of acceptance and use of technology 2 (UTAUT2) framework. The study examined both direct and indirect relationships within the proposed model, providing a clear picture of the factors shaping PEVUI. Findings – Our results convey that commuters' intentions to use PEVs are driven by effort expectancy (EE), performance expectancy (PE), social perception (SP), perceived complexities, and hedonic motivation (HM). In addition, mass media awareness and the politics of environmentalism reflect a positive influence on HM and SP, further shaping PEVUI. Research limitations/implications – Our findings may help government agencies, the automotive industry, environmental organizations, daily commuters, and the broader Indian society strengthen the electric mobility sector. Originality/value – The existing literature has not emphasized the importance of mass media awareness and the politics of environmentalism in shaping EV usage intention. This study addresses these gaps to enhance the understanding and contribute to the broader discourse on PEVUI. © 2025 Emerald Publishing Limited