Bridging the attitude-behaviour gap in sustainable consumption for electric vehicles in India. A theoretical proposition.

This paper re-evaluates the attitude-behaviour gap towards sustainable consumption, by looking at the cognitive aspects of consumer purchase behaviour. The study explores the gap between purchase attitude formation and sustainable consumption behaviour using hedonistic and aesthetic constructs for electric vehicles marketing strategy as an example. It focuses on OLA Electric Two-wheeler (OLA S1) as an example of marketing a green product concerning electric vehicles in India. The study shows how OLA Electric's marketing strategy focuses on environmental concerns, demographic variables, and hedonistic behaviour 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- Behaviour Gap.