DEVELOPING THE MODEL ON FACTORS INFLUENCING CONSUMERS' PURCHASE INTENTION OF ELECTRIC VEHICLESIN MALAYSIA

Abstract Consumer buy intention refers to a person's actions when making a purchase choice for goods or services after carefully considering their preferences, needs, and desires, and then beginning the search for goods or services that suit their requirements. From both a global and regional perspective, research has been undertaken on consumer purchasing behaviour. As climate change and global warming worsen in ASEAN countries, the transport sector's high energy use is a major concern. Consumers who are environmentally sensitive and want to buy green automobiles may be influenced by social influence, incentives, environmental attitude and environmental knowledge. But the results presented in the literature on green marketing are conflicting, leading some to wonder. The goal of this study is to fill a gap in Malaysian research on consumers' intentions to purchase environmentally friendly vehicles. Environmental awareness, eco-label, mind-set, eco - labelling, and pricing will all be examined to see how they affect Malaysian consumers' decisions to buy green cars. Malaysian customers' purchasing behaviour for green products is supported by the Reasoned action Theory and a conceptual model designed to explain the relationship between environmental awareness, eco-label, attitudes, green advertising, the pricing Customers in Malaysia's green car market were studied utilizing multiple regression analysis to see what effect environmental awareness, eco-labelling, attitudes, green advertising, or pricing had on their purchasing decisions. From the 212 people who filled out an online questionnaire, data was collected, analysed, and tested. The results of this study can assist green vehicle firms and manufacturers in taking the appropriate actions. To capture the attention of young buyers, makers of eco-friendly vehicles must position themselves appropriately. The Malaysian government must provide both incentives and infrastructure to encourage customers to choose eco-friendly automobiles. Additionally, this research contributes to the United Nations Development Program's (UNDP) SDG efforts to achieve universal access to quality, dependable, but current energy resources by 2030