Accelerating EV Adoption in Malaysia: Performance and Effort Expectancy as Key Drivers

Abstract

Adopting electric vehicles (EVs) is essential for reducing carbon emissions and achieving Malaysia’s sustainability objectives. This research examines the key determinants affecting electric vehicle adoption in Malaysia, focusing on Performance Expectancy (PE) and Effort Expectancy (EE) as outlined in the Unified Theory of Acceptance and Use of Technology (UTAUT). PE denotes the conviction that the utilisation of EVs can yield favourable results, including cost savings, environmental advantages, and enhanced driving experiences. EE reflects the perceived ease of using EVs, including the simplicity of charging and maintenance. These psychological factors shape consumer intentions and behaviours toward EV adoption. Despite steady growth in EV sales from 2021 to 2023, Malaysia’s adoption rates remain low compared to neighbouring countries, hindered by barriers such as high upfront costs, limited charging infrastructure, and concerns about EV performance. To address these challenges, it is essential to implement specific measures that enhance public awareness, improve infrastructure, and foster trust in electric vehicle capabilities. This research presents a conceptual framework based on UTAUT, examining the impact of performance expectancy and effort expectancy on consumer decision-making. The findings provide important insights for stakeholders, emphasising the necessity of prioritising user-friendly technologies, dependable infrastructure, and stable government policies. Understanding these determinants enables policymakers and industry stakeholders to formulate strategies that promote electric vehicle adoption, facilitate Malaysia's shift towards sustainable transportation, and align with global decarbonisation initiatives. The proposed framework establishes a basis for future empirical research, facilitating a more in-depth examination of consumer behaviour. This study highlights the necessity of aligning technological innovation with consumer expectations to facilitate significant advancements in the transportation sector. These insights are essential for progressing Malaysia's low- carbon economy and fulfilling its long-term environmental goals.