Authors: Mr. Sandeep M. Kamble, Dr. Arif Shaikh
Abstract: The transition to electric vehicles (EVs) constitutes a pivotal element of India's strategy for sustainable development and energy security. This systematic review synthesizes and critically evaluates the extant academic and industry literature from 2018 to 2023, analyzing the multifaceted determinants of EV technology adoption and the evolving landscape of green marketing strategies within the unique Indian socio-economic context. Adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework, 68 relevant studies were identified and analyzed. The findings reveal that consumer adoption is primarily hindered by economic (high upfront cost) and infrastructural (range anxiety, charging access) barriers, yet significantly propelled by growing environmental consciousness and perceived social value. While green marketing strategies are increasingly deployed, they often lack sophistication, overemphasizing product attributes rather than cultivating holistic sustainable brand ecosystems. The analysis identifies a critical gap in leveraging digital storytelling and influencer engagement. This review culminates in an integrated strategic framework, proposing that synergistic policy support, transparent lifecycle communication, and infrastructure-centric marketing are imperative to catalyze widespread EV adoption in India.
