In response to the rising demand for sustainable transportation, electric vehicles (EVs) are increasingly regarded as viable alternatives to conventional vehicles. This study investigates the intention of Malaysian consumers to choose EVs as their preferred mode of transportation. Consumption values were conceptualized as a multi-dimensional construct comprising functional value, symbolic value, emotional value, novelty value, and conditional value. This study examines the relationships between these consumption values, consumer attitudes, and intention to purchase EVs. In addition, this study also examines the mediating role of attitude and the moderating role of infrastructure readiness. Data were gathered using a proportionate stratified sampling method from 264 respondents in Klang Valley, Malaysia. Of the twelve (12) hypotheses tested, four (4) were supported. The analysis indicates positive relationship between attitude and emotional value with consumers’ intention to purchase EVs. Consumers’ attitudes mediate the relationship between functional value, emotional value, and intention to purchase EVs. Infrastructure readiness does not moderate the relationship between consumers’ attitudes towards EVs and their purchase intentions. This study enhances the existing knowledge of consumers’ multifaceted value views about EVs and offers practical guidance for marketers and serves as a reference for policymakers to improve the marketability of EVs.
Noor et al. (2025) studied this question.