Determinants of Consumer Adoption of Ethanol-Blended Fuels : A SEM Analysis

Authors

DOI:

https://doi.org/10.17010/ijom/2026/v56/i8/176076

Keywords:

ethanol energy, PLS-SEM, STEEP, sustainable development goals, India.
Publishing Chronology: Paper Submission Date : October 15, 2025 ; Paper sent back for Revision : June 19, 2026 ; Paper Acceptance Date : July 10, 2026 ; Paper Published Online : August 17, 2026.

Abstract

Purpose : The objective of this study was to explore the significant factors impacting consumers’ intention to purchase flex-fuel vehicles (FFVs) running on ethanol in India, using the Social, Technological, Economic, Environmental, and Political (STEEP) framework.

Design/Methodology/Approach : The study used a quantitative approach using structural equation modeling methodology to analyze and test 10 proposed hypotheses. The data collection was facilitated by distributing questionnaires among the respondents in the Delhi-NCR region in India. After the data cleaning process, a total of 428 responses were retained for analysis.

Findings : The findings of this study identified significant direct effects on consumers’ willingness to adopt a flex-fuel vehicle on social, technological, environmental, and political factors, whereas economic factors did not demonstrate substantial direct effects on purchase intention. The results of this study indicated that technological innovation, along with supportive government policy, influenced consumers’ acceptance of ethanol-fuel automobiles.

Practical Implications : This research informs policymakers, automotive producers, and environmental planners. It illustrates the importance of strong policy incentives, infrastructure investment, and awareness campaigns necessary to accelerate the adoption of FFVs in developing economies.

Originality/Value : The study contributed to the scant literature available on consumer adoption of FFVs in developing economies, particularly in India. The framework offers a rounded view of the multidimensional factors that inform sustainable automotive transitions.

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Published

2026-08-17

How to Cite

Kumar, A., & Kakran, S. (2026). Determinants of Consumer Adoption of Ethanol-Blended Fuels : A SEM Analysis. Indian Journal of Marketing, 56(8), 19–40. https://doi.org/10.17010/ijom/2026/v56/i8/176076

Issue

Volume 56, Issue 8, August 2026

Section

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