Title: Does environmental awareness play a mediating role in electric vehicle purchase intention? A perspective from the theory of consumption values and technology acceptance model

Authors: Li Jun Phoon; Kay Tze Hong; Houng Chien Tan; Risidaxshinni Kumarusamy

Addresses: Taylor's Business School, Faculty of Business and Law, Taylor's University, Malaysia ' School of Management and Marketing, Faculty of Business and Law, Taylor's University, Malaysia ' Department of Management, Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman University of Management and Technology, Malaysia ' Department of Management and Marketing, School of Business and Economics, Universiti Putra Malaysia, Malaysia

Abstract: In view of increasing carbon emissions and climate change concerns around the globe, the 'go green' transition from petrol-powered vehicles to electric vehicles is one of the sustainable ways forward. This study therefore sought to explore Malaysian consumers' electric vehicle purchase intent by applying the theory of consumption values and the technology acceptance model. This study also leveraged the impact of government intervention on attitude and the mediating influence of environmental awareness on the association between attitude and purchase intention. A self-administered questionnaire was employed to collect data from Malaysian consumers. The results showed a substantial positive impact of attitude on electric vehicle purchase intention, which was found to be mediated by environmental awareness. Consumption values and perceived usefulness were also discovered to have a significant effect on attitude, while government intervention indicated no such effect. The findings offer meaningful insights and practical implications in building a greener community.

Keywords: electric vehicle; purchase intention; theory of consumption values; TCV; technology acceptance model; TAM; environmental awareness; government intervention.

DOI: 10.1504/IJBEM.2024.135101

International Journal of Business and Emerging Markets, 2024 Vol.16 No.1, pp.107 - 135

Received: 20 May 2022
Accepted: 04 May 2023
Published online: 30 Nov 2023 *