Willing to drive green? Exploring behavioral and policy influences on electric vehicle ownership

Purpose This study aims to empirically investigate the factors influencing Malaysian consumers’ purchase intentions (PI) for electric vehicles (EVs). The present study extends and modifies the theory of planned behavior (TPB) with additional variables [environmental concern (EC) and perceived incentive policy (PIP)] to examine the effect on consumers’ PI regarding EVs. Design/methodology/approach The study used purposive sampling technique, and the target population consisted of Malaysian EV owners. A total of 600 questionnaires were distributed, yielding 413 responses. A final 390 responses were retained for analysis. Partial least squares structural equation modeling (PLS-SEM) has been used to analyze data using SmartPLS 4.0. In addition, Importance-Performance Map Analysis (IPMA) and predictive relevance test have also been used to assess the predictive power of the model. Findings Subjective norms (SN) and EC significantly impact EV consumers’ attitude (ATT). Moreover, ATT and PIP stimulate the PI toward EVs; whereas, perceived behavioral control was found to have no significant effect on the PI of EV consumers. In addition, IPMA highlights the value of prioritizing the selected constructs, enforcing their potential for future model enhancements. Originality/value This study provides novel insights that aid marketers in formulating strategic methods for promoting EVs. Moreover, it extends the TPB implications, overcoming shortcomings and offers a valuable resource for future researchers venturing into similar research domains.