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International Journal of Science, Strategic Management and Technology

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NAVIGATING THE CURRENT: A COMPREHENSIVE SYNTHESIS OF CONSUMER RESISTANCE AND MARKET OBSTACLES TO ELECTRIC VEHICLE DIFFUSION

AUTHORS:
Carrel Sharel Pereira
Mentor
Dr. K. Shivashankar Bhat
Affiliation
Institute of Management and Commerce, Srinivas University, Mangalore, India, Orcid ID: 0000-0003-1593-5362;
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract

The global transition toward electrified transportation has reached a critical structural turning point. While early market penetration was catalyzed by aggressive fiscal incentives, purchase subsidies, and regulatory mandates, the subsequent transition from early adopters to mainstream mass-market consumers has exposed deep-seated friction. This paper presents a systematic synthesis of the multi-dimensional barriers inhibiting the universal diffusion of Electric Vehicles (EVs). Adopting a multi-disciplinary framework, we evaluate and classify the prevailing obstacles into four core socio-technical pillars: infrastructural vulnerabilities (charging point density and multi-unit dwelling constraints), economic headwinds (high upfront capital premiums, total cost of ownership uncertainties, and resale market volatility), behavioral and psychological resistance (persistent range anxiety and legacy habits), and operational liabilities. Furthermore, this study critically examines the "incentive phase-out paradox," analyzing the compounding market friction that occurs when governments roll back financial support mechanisms before vehicles achieve true organic price parity. By integrating empirical findings across diverse regional contexts, this paper maps the current landscape of consumer resistance and offers a strategic blueprint for policymakers and energy stakeholders to transition from thin, incentive-driven adoption to structural, mass-market saturation.

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Pereira, C. S. (2026). Navigating the Current: A Comprehensive Synthesis of Consumer Resistance and Market Obstacles to Electric Vehicle Diffusion. International Journal of Science, Strategic Management and Technology, 02(6). https://doi.org/10.55041/ijsmt.v2i6.095

Pereira, Carrel. "Navigating the Current: A Comprehensive Synthesis of Consumer Resistance and Market Obstacles to Electric Vehicle Diffusion." International Journal of Science, Strategic Management and Technology, vol. 02, no. 6, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i6.095.

Pereira, Carrel. "Navigating the Current: A Comprehensive Synthesis of Consumer Resistance and Market Obstacles to Electric Vehicle Diffusion." International Journal of Science, Strategic Management and Technology 02, no. 6 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i6.095.

References
1.Adnan, N., Nordin, S. M., Rahman, I., & Rahman, M. S. A. (2017). A review of consumer acceptance towards plug-in hybrid electric vehicles in Malaysia: Moving towards green mobility. Renewable and Sustainable Energy Reviews, 75, 1039–1053. https://doi.org/10.1016/j.rser.2016.11.084

2.Al Irsyad, M. I., Bhat, M. S., & Verma, S. (2024). Perceived affordability and the total cost of ownership puzzle in electric vehicle adoption. Priviet Social Sciences Journal, 5(2), 112–125.

3.arXiv. (2026). Planning, scheduling, and behavior in EV charging systems: A critical survey and trilemma framework (arXiv preprint arXiv:2605.21665). arXiv. https://doi.org/10.48550/arXiv.2605.21665

4.Bessenbach, M., & Wallrapp, C. (2013). Model variety and portfolio constraints as hidden barriers to electric mobility development. International Journal of Automotive Technology, 14(4), 611–622. https://doi.org/10.1007/s12239-013-0066-5

5.Bhale, U. A., & Bedi, H. S. (2025). Electric vehicle adoption and future trends: Bibliometric network analysis review. Management Dynamics, 25(1), 12–28.

6.Bhat, M. S., & Verma, S. (2025). Technological and environmental considerations in consumer decision-making for sustainable transit. Journal of Privietlab, 12(1), 45–59.

7.Bhat, M. S., Verma, S., & Gupta, A. (2024). The efficacy of upfront purchase subsidies versus lifetime tax incentives in alternative fuel vehicle diffusion. Transportation Research Part A: Policy and Practice, 182, 301–315. https://doi.org/10.1016/j.tra.2024.02.011

8.Biresselioglu, M. E., Kaplan, M. D., & Yilmaz, B. K. (2018). Electric mobility in Europe: A comprehensive review of motivators and barriers in decision-making processes. Transportation Research Part A: Policy and Practice, 109, 186–203. https://doi.org/10.1016/j.tra.2018.01.017
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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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