This study examines the key factors influencing actual battery electric vehicle (BEV) purchase behavior among adult consumers in Malaysia. By integrating the theory of consumption value with the Technology Acceptance Model, this study aims to identify the most salient predictors of BEV adoption, thereby offering a more comprehensive understanding of consumers’ motivations and barriers. A quantitative survey was conducted with 400 Malaysian BEV owners. The questionnaire was adapted from literature. Pearson’s correlation and multiple regression analyses were conducted to determine the strength and significance of each predictor. Emotional value emerged as the strongest predictor of BEV purchase behavior, followed by perceived usefulness and conditional value. These findings underscore the importance of affective drivers, perceived practical benefits, and supporting contextual factors (e.g., incentives) in shaping adoption decisions. Although social and epistemic values showed positive correlations with BEV purchase behavior, they did not remain statistically significant in the regression model. By integrating the theory of consumption value and the Technology Acceptance Model, this study provides a holistic perspective on BEV purchase behavior in Malaysia, focusing on actual adoption. The results highlight the pivotal role of emotional resonance and practical incentives in accelerating sustainable automotive transition.
Chong et al. (Fri,) studied this question.