Abstract: India’s electric vehicle (EV) market is at a critical juncture, reflecting the nation’s ambition to achieve sustainable economic growth while addressing environmental concerns. This study explores the interplay of marketing dynamics and sustainability factors shaping the EV market, focusing on the perspectives of three key stakeholders: customers, retailers, and manufacturers. The research employs a mixed-method approach, incorporating quantitative data from structured questionnaires and qualitative insights to understand the factors driving EV adoption.
The findings highlight the pivotal role of consumer awareness, government incentives, and charging infrastructure in influencing EV purchase decisions. From the customer perspective, key factors include affordability, range anxiety, and perceived environmental benefits. Retailers emphasize supply chain efficiency, after-sales service, and promotional efforts as essential components of market penetration strategies. Manufacturers, on the other hand, underscore the importance of aligning production capabilities with sustainability goals through innovation and compliance with evolving regulatory frameworks.
Using factor analysis, the study identifies and categorizes sustainability drivers such as technological innovation, policy support, and green marketing strategies. The analysis reveals that while customer-centric marketing efforts are instrumental, systemic challenges like inadequate infrastructure and high upfront costs remain significant barriers. Retailers and manufacturers stress the need for a collaborative approach to overcome these hurdles, advocating for stronger public-private partnerships and enhanced policy implementation.
The research provides actionable insights into sustainable marketing practices that can accelerate EV adoption in Karnataka. Recommendations include targeted marketing campaigns to raise awareness, competitive pricing
strategies, and the expansion of charging networks. Additionally, the study emphasizes the integration of circular economy principles, such as battery recycling and energy-efficient manufacturing processes, to reinforce sustainability.
This paper contributes to the ongoing discourse on sustainable marketing by offering a comprehensive analysis of the EV ecosystem in India. It highlights the interconnectedness of stakeholder roles and suggests strategic directions for aligning economic objectives with environmental goals. The findings are especially relevant for policymakers, marketers, and industry leaders seeking to foster a robust and sustainable EV market in India.

Keywords: Electric vehicles, sustainability, marketing dynamics, consumer behavior, stakeholder perspectives, government policies, green marketing, charging infrastructure, technological innovation, India.

Downloads: | DOI: 10.17148/IARJSET.2025.1211028