Plugged into Persuasion: How Digital Marketing Drives Electric Vehicle Preferences in Chhattisgarh

Abstract

The current study examines the consumer behavior of the purchase of electric vehicles (EVs) in Chhattisgarh, India, which influences the digital marketing. The purpose of the research is to gain an understanding of the role of digital campaigns, including social media campaigns, online advertisements and sponsored content, in enhancing consumer awareness about the financial and environmental values of electric vehicles (EVs), how online marketing activities affect consumer behaviour. The study also considers key factors affecting consumer responses, including environmental attitudes, evaluation of long-term values, prospect outlook, as well as government incentives. A systematic survey of 385 users of electric cars was conducted in Chhattisgarh. The data obtained were analyzed using structural equation modelling of AMOS software. The findings indicate that the decision to purchase an electric car is positively determined by the increased awareness, which has a significant correlation with the exposure to digital marketing. The circumstances described by the findings show the usefulness of the digital marketer in increasing the use of EVs through the accurate articulation of their benefits and aligning them with the sustainability goals of the customers. This study provides valuable information to the marketers, the lawmakers, and the automakers, who wish to sell more electric cars in developing countries using selective digital approaches based on the requirements of the intended customer base and the environmental aspirations.