Modelling electric vehicle purchase intention among generation Y consumers in Malaysia

This paper aims to model electric vehicle purchase intention among Generation Y consumers in an emerging market. Furthermore, the impact of perceived usefulness, attitude, subjective norms, perceived behavioural control, price value, perceived risk, environmental self-image, and infrastructure barrier on the intention to purchase electric vehicles were examined. A total of 213 usable data were collected from Generation Y consumers in Malaysia using structured questionnaires. Perceived usefulness and perceived ease of use have a positive effect on attitude. Attitude, subjective norms, perceived behavioural control, price value, and environmental self-image all positively impacted the intention, and perceived risk had a negative impact on intention. This study extended the combined theory of planned behaviour and technology acceptance model (C-TAMTPB) with the additional three variables, namely price value, perceived risk, and environmental self-image to better explain electric cars purchase intention among the Generation Y consumers.