RURAL CONSUMERS AND ELECTRIC VEHICLES: A NOVEL CONTEMPORARY EXPLORATION OF AWARENESS, PERCEPTION AND SATISFACTION INFLUENCING BUYING BEHAVIOUR IN SELECTED DISTRICTS OF TAMIL NADU

Abstract

The transition from conventional vehicles to electric vehicles (EVs) is increasingly important for sustainable mobility, energy security, and environmental protection. Although EV adoption is expanding in India, research has largely focused on urban consumers, with comparatively less attention to rural consumers in Tamil Nadu. This study examines rural consumers in selected districts of Tamil Nadu, focusing on their awareness, perceptions, adoption challenges, buying behaviour, and satisfaction with EVs. It considers awareness of EV features, purchase price, government incentives, charging infrastructure, and maintenance, as well as perceptions of performance, reliability, affordability, and environmental benefits. It also examines practical barriers, including charging availability, battery life and replacement cost, range anxiety, maintenance support, financing, and resale value. The study also considers post-purchase satisfaction among rural EV owners. By integrating awareness, perception, challenges, buying behaviour, actual usage, and satisfaction, the study presents a comprehensive view of the rural EV consumer journey. The findings aim to provide useful insights for policymakers, EV manufacturers, financial institutions, and other stakeholders promoting inclusive and sustainable electric mobility in rural areas.