| Abstract: | The electric vehicle (EV) is a crucial innovation with the potential to lower greenhouse gas emissions and help reduce the causes of climate change. Despite their multiple benefits, EVs are selling lower numbers than would be expected, seeming to require more positive intent from their sellers to increase the pace of EV adoption. Hence, this study explores the enablers and inhibitors of EV adoption intention from the sellers' perspective using a dual‐factor model. The extended theory of planned behavior has been used to explore the enablers, whereas the status quo bias theory has been used to explore the inhibitors of EV adoption. The results indicate that attitude, subjective norm, perceived behavioral control, environmental concern, and perceived corporate social responsibility obligation have significant positive impacts on intention to adopt EVs. However, regret avoidance, inertia, perceived threat, and perceived value have significant impacts on the resistance to adopt EVs. This study enriches the literature related to intention and resistance to adopt green technology and also provides several suggestions to marketers for increasing the pace of EV adoption. |
