Electric Vehicle Adoption in Emerging Economies: The Influence of Environmental and Technological Determinants on Consumer Readiness

Abstract

This study explored Malaysian consumer readiness for electric vehicle (EV) adoption, aiming to support a more inclusive and sustainable ecosystem. Framed by the Value-Belief-Norm (VBN) theory and the Technology Readiness Index (TRI) 2.0 framework, the study examined how environmental awareness mediates the effects of eco-friendly values, technological innovation, and charging infrastructure on EV adoption. Using a quantitative survey and random sampling, the findings revealed that technological innovation significantly enhances readiness to adopt EVs, while environmental awareness contributes positively by promoting eco-consciousness and public engagement with sustainability efforts. Environmental awareness sometimes hindered EV adoption, as individuals questioned the actual environmental impact of EVs, including emissions from battery production and energy sources. The study found a weak relationship between eco-friendly attitudes and EV adoption, and no significant effect from charging infrastructure. These findings highlighted the need to improve environmental education and strengthen technological and infrastructure support to promote sustainable transportation.