An empirical study on motivation to adopt hydrogen fuel cell vehicles in India: Policy implications for stakeholders

Hydrogen fuel cell vehicles (HFCVs) are considered one of the most sustainable tactics for addressing carbon emissions through hydrogen mobility in the transportation sector. However, current research on the adoption of HFCVs concentrates on perceptions, beliefs, and attitudes toward HFCVs and disregards the significance of intrinsic needs in the adoption process. Maslow's Hierarchy of Needs model presents a fundamental framework that investigates the aspects that play crucial roles in influencing the motivation of individuals to adopt a specific product or service. Based on the same framework, this research empirically analyses the needs that motivate people to adopt HFCVs. Survey responses from 380 Indian youths (millennials and Generation Z) were obtained through random stratified sampling. Further, structural equation modelling was applied for data analysis and hypothesis testing. The findings suggest that the vehicle manufacturer needs to justify the high price of HFCV, and further government intervention to put a cap on the price limit is a much-needed step in this regard. Factors like openness to experience (t = 7.308), and social influence (t = 5.286) have stronger influence on consumer motivation for buying HFCVs. In addition, environmental concern (t = 3.733) and esteem needs (t = 3.11) play vital role on HFCV adoption-motivation. The study suggests important policy aspects that would benefit global vehicle manufacturers in successfully understanding the needs of customers for HFCV introduction and faster adoption. •Identification of human needs is a must for understanding pro-environmental behavior.•The social influence need significantly impacts motivation to adopt HFCVs.•Environmental consciousness (t = 3.73) is a crucial motivator to adopt HFCVs.•Esteem need (t = 3.11) is an important motivator to adopt HFCVs.•Openness to experience (t = 7.3) is vital in HFCV adoption.