Understanding the Determinants of Malaysian Consumers’ Purchase Intentions Toward Electric Vehicles

Abstract

This study examines Malaysian consumers’ perceptions toward purchasing electric vehicles (EVs) in the context of increasing global efforts to promote sustainable mobility and reduce carbon emissions. Despite government initiatives and incentives to encourage EV adoption in Malaysia, uptake remains relatively slow compared to more developed markets, highlighting the need to understand consumer attitudes and concerns. A qualitative research design was adopted using semi-structured interviews with five purposively selected participants who had awareness or experience related to vehicle ownership decisions. Thematic analysis was used to analyse the data in relation to financial considerations, charging infrastructure, social influence, and service reliability. The findings indicate that financial concerns, particularly high purchase costs and battery-related uncertainties, are the most significant barriers to EV adoption. Charging infrastructure limitations, including insufficient charging stations, long charging times, and lack of home charging access, further reduce consumer confidence. Social influence from peers, family, and online platforms plays a dual role in shaping both positive and negative perceptions, while service reliability concerns, especially regarding battery durability and after-sales support, affect trust in EV ownership. The study concludes that EV adoption in Malaysia is influenced by interconnected economic, technological, and social factors, suggesting that coordinated improvements in affordability, infrastructure, consumer awareness, and service support are essential to accelerate adoption. This study contributes novel qualitative evidence by revealing how financial, infrastructural, social, and service-related factors collectively shape Malaysian consumers’ EV purchase perceptions, extending previous survey-based research in the Malaysian context.