Consumer Motivation to Enhance Purchase Intention Towards Electric Vehicles in Malaysia

Management and Humanities Department Universiti Teknologi PETRONAS

^* Corresponding author: haider_17007471@utp.edu.my

Abstract

Transportation is extremely important in contributing to the life quality development of urban areas. However, it has influenced negatively on individuals and the environment due to carbon emissions and gases. Worldwide, organizations and countries are exploring a solution and have developed Electric Vehicles (EVs) as the best possible solution. Electric vehicles emit no exhaust emissions and are powered by batteries. The adoption rate of EVs in rich countries is increasing year after year, while consumer adoption intention of EVs in poor countries is quite low, particularly in Malaysia. The ownership percentage of Internal Combustion Engine Vehicles (ICEs) in Malaysia is 93 percent, placing it near the top of the globe, but EV adoption is just about 3.5 percent. Consumer awareness of EVs is quite low, which is why consumer adoption intentions toward EVs are not increasing. Malaysia is the world's 26th highest emitter of carbon and greenhouse gases (GHG). This study will assist in identifying the characteristics that can maximize consumer interest in EVs and will be beneficial to the government and industry in developing the market as stated in the Paris accord and achieving the Carbon Neutral Nation 2050 aim. The study will go through the motivators that lead consumers to purchase EVs. These characteristics will provide transportation sectors insights on bridging the demand and supply of sustainable vehicles.