The Green Illusion: Misleading Marketing and EV Adoption – An Empirical Study

Authors

DOI:

https://doi.org/10.53983/ijmds.v14n10.010

Keywords:

Electric Vehicles, Misleading Marketing, Consumer Perceptions, Green Illusion

Abstract

Purpose: The primary goal of the research is to understand how misleading marketing tactics influence consumer perceptions, awareness, adoption rates and purchasing decisions related to electric vehicles (EVs). It also aims to uncover the extent to which deceptive advertising affects the overall success of EVs in the market. Ultimately, the research seeks to contribute to more informed consumer choices and genuine EV adoption by identifying the negative effects of misleading marketing. Design: This Empirical study used snow ball sampling technique and collecting primary data through a Structured Questionnaire using Google Forms survey of 237 EV owners and potential buyers in Bengaluru and the reliability of the research instrument (11 items, Likert Scale) is supported by a Cronbach's alpha of 0.711. Statistical methods, including percentage analysis, descriptive statistics, and correlation and linear regression analysis, were applied to analyse the data. Key Findings and Managerial Implications: The study reveals significant interest in electric vehicles (EVs), yet misleading marketing and consumer knowledge gaps hinder adoption. Higher consumer awareness negatively impacts purchase Behaviour of electric vehicle adoption, while effective and transparent marketing positively influences it. Managers should focus on transparent marketing, collaborate with regulators to prevent deceptive advertising, and invest in educational initiatives to build consumer trust and confidence, alongside improving infrastructure and technology to support EV adoption. Scope for Future Research and Limitations: Future research should explore the long-term impacts of misleading marketing on EV adoption across diverse regions, investigate consumer education's role in mitigating green washing, and assess the influence of regulatory frameworks and technological advancements on consumer perceptions and behaviours. Limitations include potential sampling and response biases, along with the study's focus on a specific region.

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Author Biographies

S. Gokula Krishnan, Professor, Department of MBA & Research Centre, Surana College, Kengeri Campus, Bengaluru – 560060, Karnataka, India

Dr. S. Gokula Krishnan, MBA, PhD, BADDDM (IIM–Visakhapatnam), is a distinguished academician and researcher with over 17+ years of teaching experience and 4+ years in academic administration. He currently serves as Professor and Domain Head – Analytics at Surana College (Autonomous), Bengaluru. His areas of specialization include Business Analytics, Human Resource Management, Supply Chain Management, and Entrepreneurship. A recognized PhD supervisor and examiner for multiple universities, he has guided more than 300 MBA projects and several doctoral dissertations. Dr. Krishnan’s research contributions encompass analytics adoption, AI in management, HR engagement, and sustainable business practices, with publications in Scopus-indexed and peer-reviewed journals. He has authored books and chapters with publishers such as IGI Global. A sought-after speaker, he has delivered over 75+ invited lectures and FDPs across India, contributing significantly to academia–industry integration in analytics and data-driven decision-making.

Mugilan C, Junior Process Analyst, Huron Consulting Group, Bengaluru – 560060, Karnataka, India

Mr. Mugilan C is a Junior Process Analyst at Huron Consulting Group, Bengaluru, where he contributes to process optimization, data management, and analytical reporting. A graduate of Bangalore University and an alumnus of Surana College, he demonstrates strong analytical and problem-solving skills relevant to business process improvement and consulting environments. His professional role at Huron involves supporting data-driven decision-making, workflow analysis, and performance enhancement initiatives for global clients. Mugilan’s academic background and emerging expertise reflect a growing interest in business analytics, operations management, and consulting practices. He actively engages in cross-functional projects that integrate analytical insights with organizational strategy. His early career accomplishments signify a commitment to continuous learning, digital transformation, and evidence-based management. Mugilan aspires to advance his career in analytics-driven consulting, focusing on improving business efficiency and operational intelligence through innovative analytical approaches and collaborative problem-solving.

Arundathi, K L, Assistant Professor, Department of MBA, K S School of Engineering and Management, Bengaluru - 560109

Dr. Arundathi K L B.Tech., MBA, PhD, BADDDM (IIM–Visakhapatnam), is a distinguished academician and researcher with over 11+ years of teaching experience. She is currently serving as Assistant Professor in the Department of Management Studies at K.S. School of Engineering and Management, Bengaluru. She holds an MBA and a PhD in Management and has established herself as an emerging scholar in the fields of marketing analytics, emotional branding, and human resource analytics. Her research contributions include studies on emotional branding antecedents, AI in recruitment, and data-driven decision-making in supply chain and reverse logistics. She has developed and validated empirical measurement models such as the Emotional Brand Attachment Measurement Scale (EBAMS) using EFA and CFA methodologies. Dr. Arundathi’s scholarly work has been published in peer-reviewed and Scopus-indexed journals, emphasizing the integration of analytics and behavioral science in management research.

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Published

14-10-2025

How to Cite

Gokula Krishnan, S., C. Mugilan, and K. L. Arundathi. “The Green Illusion: Misleading Marketing and EV Adoption – An Empirical Study”. International Journal of Management and Development Studies, vol. 14, no. 10, Oct. 2025, pp. 88-107, doi:10.53983/ijmds.v14n10.010.

Issue

Vol. 14 No. 10 (2025): International Journal of Management and Development Studies

Section

Articles