Factors Affecting Consumers’ Intention to Adopt Electric Vehicles – A Conceptual Framework

Abstract

This study examines the key factors influencing Malaysian consumers’ intention to adopt electric vehicles (EVs) within the framework of the Theory of Planned Behaviour (TPB). While EVs are recognized as a promising solution to reduce greenhouse gas emissions and combat climate change, adoption rates in Malaysia remain low despite government incentives and infrastructure initiatives. A review of empirical literature identified five primary determinants: public awareness of climate change, knowledge about EVs, financial factors, public charging infrastructure, and EV safety concerns. Each factor is discussed in terms of its psychological and situational influence on consumer attitudes, perceived social pressure, and perceived behavioural control. The proposed conceptual framework suggests that enhancing environmental awareness, improving public knowledge, offering financial incentives, expanding charging infrastructure, and addressing safety perceptions can significantly strengthen consumer intention to adopt EVs. This framework offers guidance for policymakers, industry stakeholders, and researchers in formulating targeted strategies to accelerate EV adoption in Malaysia and similar emerging markets.