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August 16, 2025Open Access

The Electric Vehicle (EV) Revolution: How Consumption Vales, Consumer Attitudes, and Infrastructure Readiness Influence Behavioural Intention to Purchase Electric Vehicle (EV) in Malaysia

NNNor Azila Mohd NoorNorthern University of Malaysia AMAzli MuhammadSultan Abdul Halim Mu'adzam Shah International Islamic University FIFilzah Md IsaTaylor's University

Key Points

Positive relationships exist between emotional value and behavioural intention to purchase electric vehicles, enhancing consumer choice.
The study found that functional value significantly impacts consumer attitudes towards electric vehicles, guiding purchase decisions.
Using systematic sampling of 264 respondents, the research highlights consumer attitudes as a crucial mediating factor in the EV purchase process.
Infrastructure readiness appears to have no effect on the link between consumer attitudes and their intention to buy electric vehicles, indicating areas for improvement.

Abstract

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 behavioural 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 behavioural 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 systematic sampling method from 264 respondents in Klang Valley, Malaysia. Of the 17 hypotheses tested, six were supported. The analysis indicates positive relationships between emotional value and functional value with consumers' attitudes towards EVs, as well as with behavioural intention to purchase EVs. Consumers' attitudes mediate the relationship between functional value, emotional value, and behavioural intention to purchase EVs. Infrastructure readiness does not moderate the relationship between consumers' attitudes towards EVs and their purchase behaviour 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.

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