Price, Maintenance Cost, Infrastructure Readiness, and Attitude: An Integrated Model of Electric Vehicle (EV) Purchase Intention

In response to the increasing global emphasis on sustainability, electric vehicles (EVs) have emerged as promising alternative vehicles. Grounded in the Value–Attitude–Behaviour (VAB) model and the Theory of Planned Behaviour (TPB), this study investigates Malaysian consumers’ intention to choose EVs as their preferred mode of transportation. Specifically, the study explores the relationships between price, maintenance cost, infrastructure readiness, consumer attitudes, and purchase intention. Moreover, it examines the mediating role of consumer attitude in the relationships between price, maintenance cost, and infrastructure readiness with the intention to purchase EVs. A total of 252 respondents from Malaysia participated in the study, with data collected using a proportionate stratified sampling technique. Out of the seven hypotheses tested, six were supported. The findings reveal that maintenance cost, infrastructure readiness, and attitude have significant positive relationships with consumers’ intention to purchase EVs. The results further indicate that consumer attitude mediates the relationship between price, maintenance cost, and infrastructure readiness with the intention to purchase EVs. Theoretically, this study contributes to the existing body of knowledge by developing a framework that integrates value-based antecedents with attitudinal and behavioural outcomes. Practically, the findings provide valuable insights for marketers and policymakers to formulate effective strategies and policies that can accelerate EV adoption.