IDENTIFICATION OF THE FACTORS PROMOTING THE ADOPTION OF ENERGY-EFFICIENT VEHICLES IN KARACHI, PAKISTAN

Abstract

The main subject of this research paper is to examine the critical factors that encourage the use of energy-efficient vehicles in Karachi, which is the largest metropolitan city in Pakistan. The research adopts the Diffusion of Innovation Model by Rogers to examine the effect of perceived characteristics, social factors, and attitude toward behavior in influencing customer acceptance of energy-efficient vehicles. The survey was a structured survey of 104 respondents to analyze the socio-economic, environmental, and technological determinants in influencing purchase decisions. The results are expected to help the policy-makers, marketers, and urban planners to determine the strategic steps that will help to increase people's awareness, supportive policies, and speed up the internalization of energy-saving cars, helping to make the transportation system more sustainable and environmentally resilient in Karachi.