2. Literature Review

The chapter delves into the state-of-the-art marketing and consumer research on electric mobility, emphasizing the shift in marketing strategies necessitated by evolving consumer preferences and environmental imperatives. It discusses the multifaceted approach required for effective EV marketing, including targeted campaigns, educational initiatives, and the influence of social norms and government policies. The text also explores the technological advancements in electric mobility, particularly lithium battery technology, and the challenges and opportunities they present. Additionally, it highlights the importance of sustainable material sourcing, recycling, and the integration of EVs with renewable energy sources. The chapter concludes by emphasizing the need for a comprehensive and multifaceted policy framework to promote electric mobility and address the barriers to widespread EV adoption.