Factor Affecting Customer Preferences towards Electric Vehicle in Malaysia

Lim, Heng Yu (2025) Factor Affecting Customer Preferences towards Electric Vehicle in Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

Text 23 Lim Heng Yu (MBA).pdf Restricted to Registered users only Download (1MB)

Abstract

The transition to electric vehicles (EVs) is crucial for achieving sustainable transportation and reducing carbon emissions. Despite various policy incentives by the Malaysian government, EV adoption in the country remains relatively low. This study investigates the key factors influencing customer preferences for EVs in Malaysia, focusing on the roles of price and battery cost, charging infrastructure, and perceived charging risk. The research integrates the Theory of Consumption Value (TCV) and the Theory of Planned Behavior (TPB) to examine how these factors impact consumer attitudes and preferences, with attitude acting as a mediator. A quantitative approach was employed using a structured online questionnaire distributed through social media platforms. The findings aim to offer valuable insights for policymakers and automotive companies to develop targeted strategies that enhance EV adoption and support the nation’s sustainability goals. Keywords: Electric Vehicles, Theory of Consumption Value, Theory of Planned Behavior, Consumer Preferences, Price and Battery Cost, Charging Infrastructure Accessibility, Charging Risk, and Attitudes.