Bridging the attitude-behavior gap in sustainable consumption for electric vehicles in India.

A theoretical proposition

  • Neha Saxena International School of Business and Media, Pune, India
  • Rajeev Kumar School of Management Doon University, Dehradun, India
  • Neha Singh Uttaranchal University, Dehradun, India
  • Komal Bisht Sri Guru Ram Rai University, Dehradun, India
  • Shivendra Chaudhary Galgotias University (NOIDA), India
  • Rakesh Semwal Uttaranchal University, Dehradun, India
  • Shubham Chaudhary Global Market Insights, Dehradun, India


The paper re-evaluates the attitude-behavior gap towards sustainable consumption, by looking at the cognitive aspects of consumer purchase behavior. The study explores the gap between purchase attitude formation and sustainable consumption behavior using hedonistic and aesthetic constructs for electric vehicles marketing strategy as an example. The study focuses on OLA Electric Two-wheeler (OLA S1) as an example of marketing a green product concerning electric vehicles in India. The study concludes that OLA Electric's marketing strategy focuses on environmental concerns, demographic variables, and hedonistic behavior to transform the future of mobility with its electric scooters by 2025 in India. OLA Electric markets itself with a full complement of consumer benefits compared to other economical electric two-wheeler vehicles, although sustainability is one of the important aspects of OLA’s two-wheeler, the primary focus of OLA’s electric marketing communication strategy is based on hedonistic and aesthetic factors. The study concludes that pricing strategies, awareness and the absence of hedonistic and aesthetics factors are the main reasons for the Attitude -Behavior Gap.

Keywords: Attitude-behavior gap, Sustainability, Ola electric vehicles (OLA S1), Hedonic, Sustainable consumption

Original Papers