Increasing Consumer Awareness of Electric Vehicles in Uzbekistan: The Role of Policies, Education, Marketing, and Social Media

Abstract

Consumer awareness is widely recognized as a critical factor influencing the adoption of sustainable products, particularly in developing economies where green consumption remains underdeveloped. This study investigates the role of governmental policies, educational initiatives, green marketing, and social media in shaping consumer awareness of electric vehicles (EVs) in Uzbekistan. Employing a quantitative, cross-sectional design, the research surveyed 462 respondents aged 20–34 in Tashkent. Data analysis through regression confirmed that all four variables significantly affect consumer awareness, with governmental policies and social media exerting the strongest influence. The findings demonstrate that institutional support, knowledge dissemination, transparent marketing, and digital engagement collectively determine how young consumers perceive EVs. Theoretically, the study extends the application of the Theory of Planned Behavior, the Value-Belief-Norm Theory, and Social Learning Theory to the context of an emerging market. Practically, the results underscore the need for policy coherence, curriculum reform, trust-based marketing strategies, and digitally oriented awareness campaigns to accelerate EV adoption in Uzbekistan.