Price, Performance, Influence, or Value? A Quantitative Analysis of the Intention to Buy Electric Vehicles (EVs) among Malaysian Gen Z
DOI:
https://doi.org/10.24191/bioenv.v4i3.148Keywords:
EV Purchase Intention, Gen Z, Performance, Price, Subjective NormsAbstract
Electric vehicles (EVs) offer a pathway towards sustainable mobility, but their adoption in Malaysia remains limited. This study examined the influence of perceived performance, price, and subjective norms on EV purchase intention among Generation Z consumers in Negeri Sembilan, Malaysia. It also assessed whether environmental value moderated these relationships. A cross-sectional questionnaire survey yielded 258 responses through geographical clustering and purposive sampling. Data were analysed using structural equation modelling (SEM) with AMOS. Performance, price, and subjective norms were positively and significantly associated with EV purchase intention. Environmental value significantly strengthened the relationships between performance and purchase intention and between subjective norms and purchase intention. However, it did not significantly moderate the relationship between price and purchase intention. These findings highlight the importance of perceived vehicle performance, affordability, social influence, and environmental values in understanding EV purchase intention among young consumers. Awareness programmes, targeted green marketing, and financial incentives may help strengthen purchase intention and support the transition towards sustainable mobility.
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