Ecological Behaviour of New Energy Vehicle Purchase: The Mediating and Moderating Roles of Ecological Beliefs and Voluntariness

HRMARS - Purpose: This study explores ecological behaviour in the context of new energy vehicle (NEV) purchase in Malaysia. Drawing on the Value-Belief-Norm (VBN) theory, it examines the influence of eco-altruistic values and openness to change on ecological beliefs and behaviour, with ecological beliefs tested as a mediator and voluntariness as a moderator. Design/methodology/approach: Data were collected through a survey of 152 NEV purchasers. Established scales were used to measure the constructs, and Structural Equation Modelling with SmartPLS 4.0 was applied to assess both measurement and structural models. Findings: Eco-altruistic values and openness to change significantly influenced ecological beliefs, but not ecological behaviour directly. Ecological beliefs predicted NEV purchasing behaviour and mediated the link between openness to change and behaviour. However, the mediating role between eco-altruistic values and behaviour was not supported. Voluntariness moderated the belief–behaviour relationship, suggesting that ecological beliefs translate into NEV adoption only when consumers perceive freedom and willingness in their decisions. Research limitations/implications: The study focuses on NEV purchasers and is limited by its cross-sectional design. Future research should adopt longitudinal and cross-cultural approaches to validate and extend these findings. Practical implications: Results highlight the need for policies and marketing strategies that embed ecological beliefs and enhance voluntariness through incentives, financing, and infrastructure to support NEV adoption. Originality/value: This study extends VBN theory by incorporating voluntariness as a moderator and employing a simplified ecological belief construct, offering new insights into NEV adoption in emerging markets.