Electric Vehicle Purchase Intentions: How Consumer Attitude and Consumer Mindset Shape Decisions

Growing emphasis on sustainable mobility has increased the need to examine the determinants of consumer intentions to purchase electric vehicles (EVs). This conceptual study proposes an integrated framework based on the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), and Theory of Value Consumption (TVC) to examine how symbolic meanings influence consumers’ attitudes and purchase intentions toward EVs in Malaysia. Four dimensions of symbolic meanings (status, environmentalism, innovation, and hedonic symbols) are expected to have a positive impact on both consumer attitude and purchase intention. Consumer attitude is further proposed to mediate the relationship between symbolic meanings and purchase intention, while consumer mindset is expected to moderate the relationships between symbolic meanings and consumer attitude, highlighting psychological boundary conditions that shape sustainable consumption behavior. By linking symbolic perceptions, attitudinal responses, and behavioral intentions, the study contributes theoretically by extending TRA, TPB, and TVC to the context of sustainable mobility. Practically, the framework offers insights for marketers, automotive manufacturers, and policymakers to design strategies that appeal to consumers’ symbolic, environmental, and psychological motivations, thereby promoting EV adoption. The proposed model lays a foundation for future empirical validation and provides a comprehensive understanding of the drivers of sustainable consumer behavior in Malaysia.