The increasing focus on sustainable development and conservation has made electric vehicles (EVs) a key factor in curbing carbon emissions and fossil fuel consumption. In India, even with robust government incentives and supportive policies, electric vehicle uptake has been low, underlining the need to make sense of consumer behaviour in terms that go beyond economic and infrastructural factors. This research is focused on the effect of green marketing on the purchase intention of EVs in an Indian scenario. A structured questionnaire and quantitative research methodology were used, and structural equation modelling (SEM) and exploratory factor analysis (EFA) were used for data analysis. Results proved that green perceived value, advertising, product attitude, price strategies and communication have significant effects on purchase intention. Moreover, green self-identity buffers the impact of advertising on consumer intentions. This research adds to marketing literature by merging promotional and psychological variables to understand EV adoption in emerging markets. This provides actionable insights for policymakers and marketers to craft targeted campaigns that merge environmental appeals with economic incentives, thus speeding up EV adoption in India.