Impact of Digital Marketing on the Preference to Purchase Electric Vehicles in Chhattisgarh

Abstract

This study investigates the impact of digital marketing on consumer preferences for purchasing electric vehicles (EVs) in Chhattisgarh, India. Focusing on how online marketing initiatives influence buyer behavior, the research aims to understand the role of digital campaigns—such as social media promotions, online advertisements, and sponsored content—in increasing consumer awareness about the environmental and economic advantages of EVs. The study also explores key factors affecting consumer responses, including environmental attitudes, perceptions of long-term value, future-oriented thinking, and the influence of government incentives. A structured survey was conducted among 385 electric vehicle users across Chhattisgarh. The data collected was analyzed using structural equation modeling via AMOS software. Findings indicate a strong correlation between exposure to digital marketing and heightened awareness, which positively influences the decision to purchase electric vehicles. The results emphasize that digital marketing is a powerful tool in encouraging EV adoption by effectively communicating their benefits and aligning with consumers’ sustainability goals. This research provides valuable insights for marketers, policymakers, and automotive firms looking to boost electric vehicle sales in emerging markets through targeted digital strategies tailored to consumer expectations and environmental priorities.