Examining Intention to Adopt Electric Vehicles: Integrating Hedonic and Utilitarian Attitudes into the Theory of Planned Behavior

Hor, Yan Shan (2026) Examining Intention to Adopt Electric Vehicles: Integrating Hedonic and Utilitarian Attitudes into the Theory of Planned Behavior. Masters thesis, Tunku Abdul Rahman University of Technology and Management.

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Abstract

The global transition to electric vehicles (EVs) is critical for mitigating climate change and reducing urban pollution. Despite strong governmental support and clear environmental advantages, EV adoption in Malaysia remains significantly low, with EVs constituting less than 0.5% of all registered vehicles. This disparity highlights a critical research gap which an over-reliance on technical and utilitarian explanations for adoption, while neglecting the profound influence of psychological and behavioural factors. This study addresses this gap by developing and testing an integrated theoretical model that combines the Theory of Planned Behaviour (TPB), the Value-Based Adoption Model (VAM), and Attitude Formation Theory. Using a quantitative cross-sectional design, data was collected via an online survey from 304 drivers in Malaysia and analysed using SPSS. The findings reveal that hedonic attitude, utilitarian attitude, subjective norms, and perceived behavioural control are significant antecedents of adoption intention, both directly and indirectly through the mediating mechanism of perceived value. This confirms that consumers' intention to adopt EVs is fundamentally a value-based decision. Furthermore, the study found that perceived ease of use does not moderate the relationship between perceived value and intention, suggesting that once value is perceived, usability concerns become secondary. The results provide a nuanced understanding of the cognitive and affective drivers behind EV adoption in an emerging market context. The study offers practical implications for policymakers and marketers, suggesting that interventions should focus on enhancing perceived value through targeted messaging that appeals to both emotional desires and functional benefits, alongside strengthening infrastructure to improve perceived behavioural control.