Consumption values and consumer's attitude towards intention to purchase electric car among Malaysian consumers

• Main Author: Mohd Norsam, Mohd Sari
• Format: Thesis
• Language: English; English; English
• Published: 2020
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/8805/1/depositpermission_s99151.pdf; https://etd.uum.edu.my/8805/2/s99151_01.pdf; https://etd.uum.edu.my/8805/3/s99151_references.docx; https://etd.uum.edu.my/8805/

The world is experiencing several environmental problems, which include the rising sea level, air and water pollution, and climate change. As such, consumers are becoming more aware of environmental issues and are thus following practices that decrease environmental degradation which show the variability in the action-value gap of green purchase intention in Malaysia. This study focused on the determinants of the electric car purchase intention in the Malaysian automotive industry. The study conceptualized consumption values as a multi-dimensional construct which consists of five dimensions of values, i.e. functional value, symbolic value, emotional value, novelty value, and conditional value. It also examined the relationships between consumption values, consumers’ attitudes towards the electric car, infrastructure readiness, and intention to purchase electric cars. Further, the study also examined the role of attitude towards the electric car as a mediator factor, and infrastructure readiness as a moderator factor of intention to purchase the electric car. The study involved 264 respondents from Klang Valley. Out of 17 hypotheses tested, six were supported. The analysis reveals positive relationships between emotional value and consumers’ attitude towards the electric car and the intention to purchase it. Besides, a significant and positive relationship was found between functional value, emotional value and consumers’ attitude towards the electric car. Consumers’ attitude towards the electric car mediates the relationship between functional value, emotional value and intention to purchase electric car. On the other hand, infrastructure readiness does not moderate the relationship between consumers’ attitude towards the electric car and the intention to purchase it. The study also highlights the implications and the limitations of the study as well as the suggestions for future research.