A market modeling review study on predicting Malaysian consumer behavior towards widespread adoption of PHEV/EV

With the rising concern about climate change, there has been an increased public awareness that has resulted in new government policies to support scientific research for mitigating these problems. Malaysia is among the major energy-intense countries and is under an excessive burden to advance its energy efficiency and to also work towards the reduction of its carbon emission. Plug-in hybrid electric vehicles (PHEVs) have the potential to lessen the carbon emission and gasoline consumption in order to alleviate environmental problems. Most of the energy problems linked to the increasing transportation pollution are now being reduced with the solution of the adoption of PHEVs. PHEVs are seen as a solution to cut carbon emission, which prevents environmental damages. Furthermore, PHEVs’ driving range and performance can be comparable to the other hybrid vehicles as well as the conventional IC engines that have gasoline and diesel tanks. Thus, many efforts are being initiated to promote the use of PHEVs as an innovative and affordable transportation system. In order to achieve making the consumers aware of the adoption of PHEVs, we used a model which is based on the extended theory of planned behavior (TPB). This review is based on the factors affecting the adoption of PHEVs among Malaysian consumers. The model takes into account the ten key features that influence the adoption of PHEVs, such as environmental concern, personal norm, attitude, vehicle ownership costs, driving range, charging time, intention, subjective norm, perceived behavioral control, and personal norm. All these constructs are drivers towards the adoption of PHEVs. These factors affect the relationship between the adoption of PHEVs and how consumers intend to protect the environment. This review is based on improving how the “attitude-action” gap is understood as it is an important element for further studies on PHEVs. The aim of the research is to come up with a framework that examines how to modify the consumer’s environmental concerns in acquiring PHEVs. This will pave the way for more academic research and future works that can emphasize how to obtain empirical results. The authors’ recommendation is that, before a consumer’s behavior is assessed and considered, an observation of the current technology is needed with methods and knowledge of the existing technology adoption aspect. © 2017, Springer-Verlag Berlin Heidelberg.