The FACTORS AFFECTING PURCHASING INTENTION FOR ELECTRIC VEHICLES: A CASE STUDY IN BANGKOK, THAILAND
DOI:
https://doi.org/10.60101/spbm.2025.279763Keywords:
Electric Vehicles, Purchasing Intention, Theory of Planned Behavior (TPB)Abstract
Purpose – This research aims to examine the factors influencing the intention to purchase electric vehicles (EVs) in Bangkok by applying the Theory of Planned Behavior (TPB). Such factors include Attitude Towards Purchasing, Subjective Norm, and Perceived Behavioral Control. Additionally, environmental factors comprising Environmental Concern and Environmental Knowledge are investigated for their impact on the purchasing intention for EVs.
Design/Methodology/Approach – A quantitative research methodology was employed, collecting data from a sample of 467 individuals using a convenience sampling approach through the distribution of questionnaires via Google Forms. The data were analyzed using multiple regression analysis.
Findings – The majority of respondents were female(61%), aged between 31-40 years old (41%), held a bachelor’s degree(90.79%), and worked in the private sector(58.03%). The hypothesis testing results revealed that environmental concern (β = 0.557), attitude toward purchasing electric vehicles (β = 0.344), and environmental knowledge (β = 0.290) had a positive effect on the intention to purchase electric vehicles, respectively. However, subjective norm (β = -0.182) and perceived behavioral control (β = -0.133) had a negative effect on the intention to purchase electric vehicles, respectively, with statistical significance.
Research limitations – This research was conducted exclusively within the Bangkok Metropolitan area. As a result, generalization of findings to other areas should be done with care.
Managerial implications – For electric vehicle (EV) entrepreneurs, adopting the concept of environmental preservation and promoting the use of environmentally friendly products can help attract consumers to consider using EVs. Additionally, building consumer confidence through real-use trials for interested individuals, along with collaborating with charging station providers to expand the number of charging facilities to accommodate the growing use of EVs, can effectively enhance trust in EV adoption.
Originality/value – Electric vehicles (EVs) are a technology that has attracted consumer interest. However, effectively promoting their adoption requires an understanding of consumer attitudes toward EVs. This study investigates the Theory of Planned Behavior along with environmental factors including environmental concern and environmental knowledge to gain a deeper understanding of consumer attitudes, toward purchasing EVs.
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