Determinants of electric vehicle purchase intentions among Malaysian young Muslim consumers

Abstract

This study aims to investigate the correlation between young Muslim consumers’ intention to purchase electric vehicles (EVs) and their attitude, subjective norm and perceived control behaviour. It also investigated the moderating role of religiosity in the link between independent and dependent variables. Drawing data from a sample of 210 young Muslim consumers, the current study used a cross-sectional survey design. To analyse the data, moderated mediation structural equation modelling using SPSS 28 and SmartPLS 3.0 was used. The results showed a significant direct relationship between attitude, subjective norm and perceived control behaviour, all of which were associated with the intention to purchase an EV. However, the researchers discovered that religiosity’s moderating role is insignificant for attitudes and subjective norms, but significant and negative for perceived behavioural control. This research was limited to a survey among the young Malaysian Muslim respondents. In the future, research should broaden the sample to encompass older generations, more countries and both Muslim and non-Muslim communities to comprehend their behaviours about green mobility. The EV company can capitalize on the positive attitude of consumer green behaviour by highlighting EV’s environmental benefits and fully use marketing strategies via social proof, influencers and community leaders. Besides, to improve consumers’ perceived behaviour control, policies to support the use of EV need to be enhanced such as tax rebates, expanding charging infrastructure and constructing more service centres across the country. This study is original as the findings provide evidence from a non-Western developing context, contributing to the global knowledge base by providing new evidence on the interaction between religiosity and environmental behaviour. The authors discuss the implications for theory and practitioners.