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<p>This study is one of the very few that explored the factors affecting consumers’ willingness to pay (WTP) for electric vehicles (EVs) in the Malaysian context. To comprehensively examine consumer perceptions of EVs, a multi-method research design was adopted, comprising three sequential studies. The first study involved in-depth qualitative interviews with 13 participants to gather exploratory insights into consumer experiences with EVs. Based on the themes identified, the second study conducted a survey of 286 respondents to examine the associations among the identified factors. The third study analysed 25 publicly available YouTube videos about EVs in Malaysia to triangulate findings from the previous studies. Across all three studies, environmental concerns were found to be positively correlated with perceived usefulness (PU), perceived ease of use (PEOU), and consumer attitudes towards EVs. Key predictors of WTP included PU (i.e., EV features and performance) and PEOU (i.e., the mental and physical effort required to operate EVs). In addition, attitude showed positive impacts on PU, PEOU, and WTP. Notably, digital literacy was revealed to moderate the PU-WTP and attitude-WTP relationships, but not the PEOU-WTP link. The study offers insights for researchers, policymakers, and marketers to promote EV adoption in Malaysia by emphasising its usefulness, ease of use, and digital literacy. Future research should explore the concept of digital literacy to broaden our understanding of EV adoption and sustainability on our planet.</p>

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Are we ready to change for good? A multi-method and multi-study investigation of Malaysians’ willingness to pay for electric vehicles

  • 期刊论文

  • 发表日期：

    2025年10月23日

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  • Lan Ma,
  • Tze-Yin Lim,
  • Tat-Huei Cham,
  • Choi-Meng Leong,
  • Arghya Ray

摘要

This study is one of the very few that explored the factors affecting consumers’ willingness to pay (WTP) for electric vehicles (EVs) in the Malaysian context. To comprehensively examine consumer perceptions of EVs, a multi-method research design was adopted, comprising three sequential studies. The first study involved in-depth qualitative interviews with 13 participants to gather exploratory insights into consumer experiences with EVs. Based on the themes identified, the second study conducted a survey of 286 respondents to examine the associations among the identified factors. The third study analysed 25 publicly available YouTube videos about EVs in Malaysia to triangulate findings from the previous studies. Across all three studies, environmental concerns were found to be positively correlated with perceived usefulness (PU), perceived ease of use (PEOU), and consumer attitudes towards EVs. Key predictors of WTP included PU (i.e., EV features and performance) and PEOU (i.e., the mental and physical effort required to operate EVs). In addition, attitude showed positive impacts on PU, PEOU, and WTP. Notably, digital literacy was revealed to moderate the PU-WTP and attitude-WTP relationships, but not the PEOU-WTP link. The study offers insights for researchers, policymakers, and marketers to promote EV adoption in Malaysia by emphasising its usefulness, ease of use, and digital literacy. Future research should explore the concept of digital literacy to broaden our understanding of EV adoption and sustainability on our planet.