Adoption of PHEV/EV in Malaysia: A critical review on predicting consumer behaviour

This paper reviews the factors affecting the adoption of PHEV/EVs in Malaysia and provides guidelines for future research. It discusses the significance of encouraging the adoption of PHEVs/EVs and addresses consumers' concerns regarding carbon emissions. The paper also proposes a conceptual framework to understand the relationship between environmental concerns and the adoption of PHEVs/EVs.

Contents lists available at ScienceDirect
Renewable and Sustainable Energy Reviews
journal homepage: www.elsevier.com/locate/rser
Adoption of PHEV/EV in Malaysia: A critical review on predicting
consumer behaviour
Nadia Adnana,⁎, Shahrina Md Nordina, Imran Rahmanb
a Universiti Teknologi PETRONAS (UTP), Department of Management and Humanities,32610 Bandar Seri Iskandar, Perak, Malaysia
b School of Electrical and Electronic Engineering, Universiti Sains Malaysia, Engineering Campus, 14300 Nibong Tebal, Pulau Pinang, Malaysia
A R T I C L E I N F O
Keywords:
Consumer behaviour
Electric vehicle
Adoption
Intention
Personal norm
Environmental concern
Hyperbolic discounting
PHEV
EV
Malaysia
A B S T R A C T
Plug-in Hybrid Electric Vehicles (PHEVs)/Electric vehicles (EVs)have recently been re-established in the
transportation sector worldwide.These are enhancements over their ancestors in terms of both performance
and electric driving range.Although the uptake ofPHEV/EVs has been noteworthy in a shorttime frame
amongst most governmental strategies, however, adoption is still a challenge. To date, public attitudes towa
PHEV/EVs have been considered under very diverse conceptual frameworks. This paper reviews a growing bo
of peer-reviewed literatures assessing the factors affecting PHEV/EVs adoption.Malaysia is a major energy
consuming country and,given the rapid growth in its economy,the energy consumption levelis expected to
continue growth. Hence, it is imperative that steps are taken to reduce harmful carbon emissions. Consequen
attempts are being initiated to popularise the use of PHEV/EVs as the main mode of transportation. However
is important to take the three main features ofthe Theory ofPlanned Behaviour (TPB) model,namely the
attitude towards the PHEV/EVs’ adoption, Subjective Norm (SN), and Perceived Behavioural Control (PBC) int
account. The consumers’ concerns regarding the harmful effect of carbon emissions should be addressed. In
paper, the significance of encouraging the adoption of PHEVs/EVs is explained and some guidelines that migh
be followed in the upcoming researchers are mentioned.Furthermore,the implications for the design of
effective measures to change the frail social and personal norms to choose PHEVs/EVs are also discussed. Th
collective outcome of‘hyperbolic discounting’has a direct effectbetween the consumers’environmental
concern-based intention and the actual adoption of PHEVs/EVs. Hence, this paper is aimed to conceptualise a
framework created by amending the environmentalconcerns towards PHEVs/EVs.This will allow more
academic consideration, and it may direct future researchers towards the empirical findings on environment
concerns and hyperbolic discounting through the proposed conceptual framework.
1. Introduction
The world is going through crucialissues like energy scarcity,air
pollution, and emission ofgreenhouse gas (GHG).Electric Vehicles,
which use both electrical and internal combustion engines for propul-
sion purposes,appear to be a very promising prospect [1].Moreover,
PHEVs/EVs are presently emerging as an answerfor the issue of
reliance on traditional fuels, emissions of growing CO2, as well as other
eco-friendly concerns [2]. Hence, this sort of vehicle offers an
advantage in the questto reduce carbon emissions by as much as
30–50%, and be able to attain 40–60% improvement in fuel efficiency.
[3–5] mentioned that these figures are provided by the manufacturers.
Though, Bonges and Lusk [6] stated that in actual fact, they are going
to be somewhat on the lower side. Several researchers have proved that
a great amount of reduction in greenhouse gas emissions and the
increasing dependence on oil could be accomplished by the electrifica-
tion of the transport sector which further needs proper understanding
and adoption from the consumer's point of view [7,8].Certainly,the
emergence of Hybrid Electric Vehicles (HEVs) has received substantial
industrial accomplishment starting from the last decade. However, all
the vehicles are categorised into 3 major groups,such as Internal
Combustion Engine Vehicles (ICEVs), Hybrid Electric Vehicles (HEVs),
and All-Electric Vehicles (AEVs) [9,10].Moreover,the very recently
introduced Plug-in hybrid electric vehicles, PHEVs, have the potential
to improve the totalfuel efficiency.Nonetheless,Rahman et al.[11]
specified that a PHEV/EV has less CO2 emission and its helps towards
environmentalsustainability.Nevertheless,Schuitema et al. [12]
argued that the disadvantage of PHEV/EV batteries is that they cannot
offer the same mileage that a pure EVs would offer as batteries are
easily drained off for PHEVs. Furthermore, Hosseini et al. [13] claimed
http://dx.doi.org/10.1016/j.rser.2017.01.121
Received 6 March 2016; Received in revised form 30 November 2016; Accepted 18 January 2017
⁎ Corresponding author. Tel.: [phone]; fax:[phone].
E-mail addresses: [e-mail] (N. Adnan), [e-mail] (S.M. Nordin), [e-mail] (I. Rahman).
Renewable and Sustainable Energy Reviews 72 (2017) 849–862
Available online 24 January 2017
1364-0321/ © 2017 Elsevier Ltd. All rights reserved.
MARK

that there are very few plug-in facilities that such vehicles may require.
Rezvani et al. [14] highlighted that the PHEV/EV is the combination of
a gasoline or diesel engine with an electric motor and it also carries a
large rechargeable battery.Khooban et al.[15] emphasised that since
they use less gas,they also cost less to fuel: driving a PHEV can save
hundreds of dollars a year in gasoline and diesel costs and helps to save
the environmental sustainability. In order to gain the main goal of this
study, there is a need to resolve the shortcomings, i.e., limited mileage
offered by the batteries as well as the inability to charge the batteries
with the frequency required,that have hindered the acceptability of
PHEVs/EVs [16]. However,Johansson and Mattsson [17] suggested
that the adoption of plug-in hybrid electric vehicles is gaining
popularity and increasing acceptability.Because of EVs/PHEVs being
more practicable,they are becoming more popular in the developed
nations,such as the U.S.,Japan, and Europe [18].However,in the
context of the developing countries likewise, such as in Malaysia where
the government has noted the advantages offered by PHEVs/EVs and
has taken measures to promote its use [19].
The motivation behind this study based on the Malaysian vision
2020 whereas,Dato Seri Dr. Mahathir Bin Mohamad stated that
sustainability is critical concerns for the development of each country
worldwide, especiallyin Malaysia (Malaysian: The Way Forward
Vision2020). Malaysian economic development has been coupled with
rapid environmentaldegradation.With the rapid increase of EVs/
PHEVs more attention should be paid to whether they would be
reinforced or structured.As such, a vehicle with identicalemission
factors of a particular pollutant could have different health impacts and
environmentaljustice implications,depending on the location ofthe
pollution source. Malaysian government focuses more of EV/PHEV in
order to reduce the environmentalpollution which caused by the
transportation sector.
The Malaysian higher authority had fixed the goal of 500,000
PHEVs/EVs being driven on Malaysian roads at the end of 2015 and
around five million by the year 2020 (The National Council of Malaysia,
2012). In order to promote the usage of PHEVs/EVs, the government
has initiated a number ofpolicies,including subsidising the sale of
PHEVs/EVs. The government has also paid special consideration to the
advancement and manufacture of PHEVs/EVs in the eleventh 5 year-
long Plan. The government has also planned to invest RMB 100 billion
($ 16 billion) for the improvement of technologies in the 25 yearlong
planning [20,21].The government did indicate a ‘10 cities-thousand
Vehicles’ initiative in 2009 to give a boost to the growth of PHEVs/EVs
and to popularise their use. However, the consumer reaction fell short
of expectations [22], [20]. According to the Malaysian Associations of
Automobile ManufacturersAssociations,the cumulative saleswere
27,400 EVs in 2012. Of these, 23,000 were acquired by the governing
agency and the community service sector whilst 4400 were bought by
individuals.It was seen thatthe ordinary Malaysian considered the
performance of the conventional vehicle to be superior to the PHEV/
EV. The consumer did,however,show his/her preference to have a
PHEV/EV as a second vehicle [20]. Currently, it is estimated that 13%
of households have a second car. This figure may rise as the economy
continues to expand.Likewise, the PHEV/EV technology may also
improve and consumers may prefer the new innovations [23].In any
case,there are bright prospects of PHEVs/EVs gaining popularity in
Malaysia.
The penetration of electric vehicles into the market of Malaysia has
directed the vehicular industry to an entirely new dimension which is
based on less dependency on fueland improved fuelefficiency [14].
Though Falvo et al.[24] declared that electric vehicles may decrease
the overall tailpipe emission,the benefits in the contextof entire
emission are slightly marginal if the traditional power generation still
uses coalas a primary source.So, the governing agency has substan-
tially sponsored the vastusage of alternative energy like solar and
biomass in order to lessen the dependency on coal [25] Although the
use of PHEVs/EVs as a cleaner alternative [26] is well sponsored by the
government through many programs and policies,less information is
provided from the social perspective regarding the PHEV/EV's public
acceptance [27]. As the exposure to PHEVs/EVs is comparatively new
in Malaysia, there has been no former research study oranalysis
carried out on Malaysian drivers to measure the public acceptance as
well as user intentions of this innovative and recent technology [9,20].
Actually, communalacceptance appears to be one ofthe powerful
impedimentsfor successfulmarket diffusion and can hinder the
improvement of Malaysian PHEV/EV adoption.Researchers propose
that the consequences offera noteworthy influence in offering the
visions to benefit the policy makers and consumers to better compre-
hend the significance offortifying the environmentalsustainability
ingenuities to recover the achievement of such initiatives [28,29].
2. Contribution of this study
PHEVs/EVs require funding from different governmental agencies
for successful market penetration [30,31]. Although, Sang and Bekhet
[20] suggested thatit is important that customers ‘also targetfor
buying PHEVs/EVs. Many researchers have studied the intention of
customersconsidering theirpurchase of environment-friendly cars
[9,32,33]. For example, Ahmad and Tahar [34] discovered the affecting
factors for the adoption behaviouramongst the PHEV consumer
community.In 2013, Schuitema et al.explored the effect of the EV's
adoption intention due to private vehicle owners’perception of EVs’
qualities. Ahn et al. [35] presented a review to examine the intention of
consumers to accept the PHEV; as well, they noticed some vital factors
influencing the adoption intention of consumers, such as performance
features,economicbenefits,environmentalconsciousnessand the
psychologicalrequirements.PHEV characteristics are thatthey are
rechargeable by plugging in, have a higher electric drive during charge
depletion period and reduced refueling.Whilst the characteristics of
the BEV are: only plug-in recharge,purely electric mode,and no
refueling.This study is focused exclusively on introducing the experi-
ence of Malaysians on the adoption ofPHEVs/EVs. This study has
motivated the researchers in a rigorous behavioural framework on the
basis of the TPB literature by signifying the presence of a reasoning
prejudice and hyperbolic discounting (Given 2 similar type of rewards,
people show a preference for the one that arrives sooner instead of
later) to possibly increase the overall TPB predictability.Thus produ-
cing deeper knowledge about the internal and external motivations of
environmentalconcern amongstMalaysian consumerstowards the
adoption of the PHEV/EV. To date, this study comprises5 main
segments.The “Literature review”section givesdetailed literature
Nomenclature
GHG Greenhouse gas
EVs Electric vehicles
HEVs Hybrid electric vehicles
PHEVs Plug-in hybrid electric vehicles
BEVs Battery electric vehicles
AFVs Alternative fuel vehicles
ICEVs Internal combustion engine vehicles
AEVs All-electric vehicles
HEVs Hybrid electric vehicles
TRA Theory of Reasoned Action
TPB Theory of planned behaviour
PBC Perceived behavioural control
EC Environment concern
SN Subjective Norm
N. Adnan et al. Renewable and Sustainable Energy Reviews 72 (2017) 849–862
850

studies directly linked to the extended TPB model.Grounded in this
specific review study,firstly, a detailed discussion on the conceptual
framework has been provided followed by the suggestion of hypotheses
in the “Conceptual framework and research hypotheses” segment.
3. Literature review
3.1. Adoption of PHEVs/EVs
A Plug-in Hybrid Electric Vehicle (PHEV)/Electric Vehicle (EV) is a
car that utilises 2 unlike sources ofpower,which are a battery and
petrol/ diesel. In modern days, electric vehicles are regarded as one of
the most state-of-the-art innovations in the automotive business.As
the first EV in the world, Toyota Prius was produced worldwide early in
the year 2000. Here, Fig. 1 shows petrol versus electric vehicle emission
in a graph.The results are certainly clear,in that the better the fuel
economy of a traditional car (running on petrol), the lower its
emissions willbe. Regarding electric vehicles,the major difference is
the source of electricity. The lowest emissions by a distance are electric
vehicles that use solar energy.
Various governmental efforts worldwide have already been initiated
in order to reduce CO2 emissions.Whereas,there is an increasing
literature concentrating on CO2 emissions which influence financial
incentives on the sales of electric vehicles [36].Nevertheless,author
Zhang et al. [21] concluded thatthere is no indication of lawful
agencies’ encouragements as an influential factor in the electric vehicle
purchase by a statistical investigation carried out in Nanjing, China. In
contrast,Sierzchula et al.[37] found financial incentives as a slightly
positive as wellas statistically influenced.They carried out a multi-
national research (statisticalpoint of view) study of the elements
influencing the rates ofadoption towards Electric Vehicles for thirty
countries in the year 2012.According to Graham-Rowe etal. [33],
incentives less than two thousand dollars had a very little influence
towards the adoption of the PHEV/EV. In the Asia Pacific region, there
are various national-levelinitiatives and programs to promote the
awarenessof electric vehicles(EVs). These programs include the
establishmentof aggressive goals,subsidies for EV purchasers,re-
search and development support and demonstration projects,regula-
tion, tax incentives,and standardization,and public education pro-
grams. According to a new report from Pike Research, these initiatives
will help fuela burgeoning market for PHEVs within the region,and
cumulative sales of PHEV and AEV will exceed 1.4 million units in Asia
Pacific region during the period from 2010 to 2015. Here, Fig. 2 sums
up the core outcomes conducted by ‘Pike Research’by displaying the
total electrified vehicle sales by country, Asia Pacific.
Moreover, the overall sales of PHEVs/EVs in Malaysia are projected
to rise in the next few years, mainly becauseof the increasing
popularity of hybrid vehicles,increasing awareness amongstconsu-
mers towards PHEV/EV extended incentives of tax by the government
of Malaysia,and the latest model promoted by vehicle manufacturing
companies.Moreover,PHEVs/EVs are designed to deliver better in
terms of fuel efficiency [38,39] and cost savings (The Star Newspaper,
2008). Moreover, in 2012, the overall trades of PHEVs/EVs in Malaysia
were about 15,355 units as related to 8334 units in the year 2011 (The
Star Newspaper, 2013). The topmost 3 PHEV/EV suppliers were Lexus
(266 units), Toyota (2456 units) and Honda (4595 units) [40]. PHEVs/
EVs in Malaysia are yet to be considered very new in the automotive
industry unlike Japan, USA or Europe [41]. In emerging countries like
Malaysia,the shift from traditionalvehicles to PHEVs/EVs requires
taking an extended time as there are vast challenges and obstacles that
must be tackled by the government officials [20,42]. For the establish-
ment of an appropriate as well as a sustainable commercial model for
the PHEV/EV trade, the automobile industry and the government
should harmonise closely to dealwith those technicalglitches.In
addition, regulations, policies, and inducements are some of the main
drivers for the developmentof PHEVs/EVs amongst consumers.
Though the trades ofPHEVs/EVs are predicted to be improved in
the coming years, the overall trades in Malaysia are still measured very
low compared to Non-hybrid vehicles in the automotive industry.At
the same time, the penetration rate was still very low in the years 2011
(1.39%) and 2012 (2.45) (Hong et al. [41]). Table 1 below indicates the
total vehicle sales in Malaysia from the years 2008–2016.
Although there is an increasing demand forgreen products in
Malaysia [43,44] the actual purchase level is low in Malaysia. Again, in
spite of the increase in the hybrid car sales year by year, the hybrid car
has only taken up 3% (approximately 50,000 units sold since 2008) of
the market share in the automotive industry [45].Besides that,as a
comparison with an ASEAN partner country,Thailand, the ASEAN
automotive marketleader,there were 37,530 units ofa hybrid car
registered in Thailand [46]. However, only 18,967 units of hybrid cars
were sold in Malaysia in 2013 [47].On the other hand,the sale of
hybrid cars in the US (which was available for more than fifteen years)
hit around 88,000 units in the year of 2014 [47]. So, in recent years, the
PHEV/EV has shown greater market success in Western countries. One
of the main reasons for this success is linked with the consumption
behaviour ofthe consumers (Adnan etal. [2]). Thus, this study is
carried out with the aim to use the Theory of Planned Behaviour (TPB)
which explains the prediction, description, and explanation in affecting
consumers’consumption behaviour.Apart from that, attitudes have
been included as a mediator in this study which will contribute as a new
dimension for the theory of consumption value.
3.2. Theory based on the Adoption of the electric vehicle
The behavioural intention and behaviour are widely defined in the
Theory of Planned Behaviour (TPB) [48] which is an extension of the
Theory of Reasoned Action (TRA) model.Actual behaviour is found
from this modelby defining the behaviouralintention.After that,3
elementscontrol the behaviouralintention: subjective norm (SN),
attitude towardsthe behaviour,and perceived behaviouralcontrol
(PBC) [48]. Now, researchers also utilise the TPB structure in order to
discover eco-friendly and green consumer behaviour. For instance, the
TPB model proposed by [49] extracts consumers’behaviouralinten-
tions towards waste recycling,and defines consumer recycling inten-
tion. Macintosh and Lockshin [50] and Sigurdardottir et al. [51]
utilised the TPB to predict the purposes of teenagers to commute by
car or bicycle. M.-F. Chen and Tung [53] worked on the TPB model by
means of psychologicalfactors, for example,attitudesand norms,
having a major influence on green cars acceptance. All these research
researchers concluded that the TPB model is an appropriate concept to
predict eco-friendly communication and increase the overall explana-
tory power by adding some variableslike moral beliefs [52]. For
example,Beck and Ajzen as well as other researchers[49,53,54]
specified thatthe TBP's explanatory powerhas been increased by
personal approaches of moral accountability or individual moral ethics
Fig. 1. Petrol versus Electric vehicle emission.
Source: DEFRA (emission factors), EPA (ratings), IPCC. Year: 2014.
N. Adnan et al. Renewable and Sustainable Energy Reviews 72 (2017) 849–862
851

when inspecting the intention ofindividuals to behave in an eco-
friendly manner and noted that one's moral norms are a possible way
to find the behavioural intention. Kroshus et al. [55] stated that
German buyers are aware of climate change and they want to adopt
green vehicles by paying a significant amount and fulfilltheir moral
norms and responsibilities.By these researches,we can come to a
conclusion that the variable of personal moral norms plays a significant
role on behavioural intention. The TPB, which previously had 3
primary elements,namely attitude,subjective norms,and perceived
behaviour,may be converted into an extended TPB modelby adding
personalnorms in the TPB model [53]. Jalilvand and Samiei [56]
mentioned that consumers are now more concerned about the envir-
onmentfrom the last decades due to the dreadfulcondition of the
environment.Many researchers have defined the link between green
concerns and definite eco-friendly behaviour,and have worried about
the environmentalconcerns in predicting thatparticular behaviour.
Table 2 illustrates the review of the EV/PHEV Adoption. As an
example, Afroz et al. [57] observed that the environmentalists usually
buy more EVs/PHEVs than the non-environmentalists.Fedor et al.
[58] observed that the concern regarding the environment is the most
significant and dominant factor towards the purchase of EVs/PHEVs.
The consumers,who are highly concerned with the environment,will
be more willing to buy EVs/PHEVs. Ziegler [59] showed in his research
that a buyer, who shows concern towards the environment,bears
greater preferencefor environment-friendly(or green) vehicles.
Moreover,Bateman et al.[7] utilised the defined data structure and
statistics on both the decision for buying a vehicle and consumer
concernstowards the environmentto study consumer preferences
towards green technologies,and concluded thatthe consumerwill
pay more for low emission vehicles as they are highly concerned with
the environment.Bamberg [60]defined the role of environmental
concern,and mentioned it as an important component of the model
named the extended TPB.The research study of [61] showed that by
performing an all-inclusive study and to comprehend the consumers’
intention towards the adoption of PHEV/EVs, individual environmen-
tal concern and ethical norm were included into the model of the TPB
in order to change it into a model named the ‘extended TPB’.Hence,
our research study recognises the suitability of this modelas well as
confirms the explanatorypower of the extended TPB model in
predicting consumers’intention, better, towards the adoption of EVs/
PHEVs.
4. Conceptual framework and hypothetical relationship
According to Davis’observation in the modelof the TPB, actual
behaviour as wellas behaviouralintention (BI) have similar factors,
although BI is usually more powerfully forecasted compared to the
actual behaviour.Moreover,in the year 1991,Ajzen observed BI as a
direct determining factor ofactual behaviour,and when a suitable
measure ofintention is attained,this will result the most accurate
prediction of behaviour. This indicates that intention towards adoption
may be more strongly connected to the determinants than the actual
adoption. In 2013, Schuitema et al. also defined that the measurement
of the level of the actual adoption is slightly difficult to achieve. In the
meanwhile, PHEVs/EVs are in the beginning mode in Malaysia and a
large number ofconsumers are making the decision on whether to
adopt PHEVs/EVs. Thus, this paper has covered that measuring the
adoption intention is more applicable than the actualadoption.Han
and Kim [74] noted that in regards to the elements presentin the
extended theory of planned behaviour in the TPB, attitude directs the
complete evaluation ofthe specific behaviour in the perspective of
consumer intention towards the adoption of PHEVs/EVs; and, attitude
is the term that is defined as the positive or negative assessment of the
adoption behaviour.Heath et al.[75] observed that in many studies,
attitude is an important variable (anterior) ofbehaviouralintention.
For example,Klöckner et al.[76] surveyed on a national base to find
out the consumer intention towards the purchase of green vehicles, and
he found that consumers having a positive attitude towards environ-
mentalconcerns are more willing to adoptgreen vehicles.In 1991,
Ajzen stated that the consumers who have a more positive attitude,
their intention will be stronger to perform a certain behaviour.He
further defined that the subjective norms of an individual are received
from the social pressure from groups of people or other people that are
important in his/her life and wish him/her to act in a specific manner.
Additionally, Bockarjova and Steg [68],and Chen and Tung [53]
observed thatit is proved in past researches thatsubjective norms
affect behavioural intention in positive manner. However, they further
elaborate thatfor people considering thatthey should perform a
specific behaviour,they will have more intention to perform due to a
higher degree ofsocial pressure [53,68].In the TPB, the Perceived
behaviouralcontrol is the last predictor ofintention [48].Whereas,
Ajzen also defined the perceived behaviouralcontrol (PBC) as the
degree of ease and difficulty perceived by an individual with respect to
conducting a certain behaviour.In the recent scenario,the perceived
behaviouralcontrol consists of the perception oftechnology,price,
availability or knowledge to use the PHEV, and the capability to
perform the adoption behaviour.López-Mosquera and Sánchez [77]
stated that the more a consumer as the ability to control these
elements, the more behavioural intention will be developed.
However, Ajzen defined that the personal moral norm, i.e., an extended
elementdefined in the TPB, indicates thatpeople sense a need for
performing a specific moralbehaviourand makes his/her findings
depend on his/her responsibility or principle. There is very much
difference between personal moral norm and subjective norm.
Subjective norms cover external social pressure whilst personal moral
Fig. 2. Total electrified vehicle sales by country, Asia Pacific: 2010–2015.
Source: Pike Research.
Table 1
Total vehicle Sales in Malaysia from the Years 2008–2016.
Source: Malaysian Automotive Association (2016)
Year Passenger cars
(units)
Commercial vehicles
(units)
Total sales
(units)
2008 497,459 50,656 548,915
2009 486,342 50,563 536,905
2010 543,594 61,562 603,156
2011 535,113 65,010 600,123
2012 552,189 75,564 627,753
2013 576,657 79,136 655,793
2014 588,341 78,124 666,465
2015 591,298 75,376 666,674
JUNE
2016
244,357 31,102 275,459
N. Adnan et al. Renewable and Sustainable Energy Reviews 72 (2017) 849–862
852

Table 2
Review of the EV/PHEV Adoption.
Authors (year) Year Size of the sample EV/PHEV Proposed methodology Major theories Findings
Chen et al. [62] 2016 655 Chinese university
students
EVs (AFVs) Quantitative Theory of planned behaviour Environmental attitudes have strong positive effects on the intention to adopt
AFVs and support renewable energy policies.
Vivek Nath [63] 2016 690 responses EVs Qualitative methods Theory of Planned Behaviour No significant transitions in underlying motivations were perceived with time,
signifying no observable shift in adopter stage.
Sigal Kaplan et al. [64] 2016 Denmark, Germany and
Austria, 1443 respondents
EVs Quantitative Theory of planned behaviour The relationship between the TPB constructs and the characteristics of the fleet
manager as the individual decision maker.
Ingo Wolf et al. [65] 2015 675 responses EVs Qualitative and Quantitative
methods
Theory of Planned Behaviour The introduction of an exclusive zone for EVs in the city would accelerate the
early-phase diffusion of EVs more effectively than financial incentives only.
Camilla Barbarossaw
et al. [66]
2015 Denmark, Belgium and Italy,
2005 respondents
EVs Quantitative online survey Theory of planned behaviour
(TPB)/Identity theory
Environmental concern and Green moral duty towards the intention to adopt
electric cars.
Yew-Ngin Sang et al. [20] 2015 1000 private vehicle drivers in
Malaysia
EVs Quantitative Theory of planned behaviour EVs acceptance in Malaysia can be explained as being significantly related to social
influences, performance attributes, financial benefits, environmental concerns,
demographics, infrastructure readiness, and government interventions.
Zeinab Rezvani [14] 2015 68 papers have been reviewedEVs Quantitative online survey Theory of planned behaviour Electric Vehicle concern related to the environment has a significant effect on the
adoption of consumer intention.
Shanyong Wang et al. [5] 2014 China drivers, 433
respondents
HEVs Quantitative online survey Theory of planned behaviour TPB model has good explanatory power in predicting consumers’intention to
adopt HEVs.
Moons and De
Pelsmacker [67]
2014 Around 1200 drivers in
Belgium
EVs Online survey (Quantitative) Emotions, Theory of planned
Behaviour
People in segments are more inclined to use the EVs, and are less driven by
emotions towards the EVs.
M. Bockarjova et al. [68] 2014 300 responses EVs online survey (Quantitative) Theory of planned Behaviour Energy security risks can improve general EV acceptability but not purchase
intention.
Yong Hoe Hong et al. [41] 2013 Malaysian drivers, 107
respondents
PHEVs Quantitative online survey Decomposed theory of planned
behaviour
HEV is intensely affected by relative benefit, pro-environmental control,
compatibility, and PBC.
Ona Egbue et al. [32] 2012 500 responses EVs Quantitative online survey Theory of planned behaviour EV engineers'decision in incorporating consumer preference into the EV
engineering design.
Jansson et al. [69] 2011 968 German respondents EVs Quantitative online survey Theory of planned behaviour The results indicate that adopters and non-adopters differ on norms, attitudes,
novelty seeking, and on how innovation attributes are perceived.
Oliver and Rosen [70] 2010 1083 responses HEVs Qualitative analysis using five
different clusters
Theory of planned behaviour HEVs’ Consumer acceptance is limited partly due to the perceived risks with new
products as well as tradeoffs between price, vehicle fuel efficiency, and size.
Ritsuko Ozaki [71] 2010 103 responses and 10 people
interview
EVs Qualitative/ Quantitative Theory of planned behaviour Consumers sensitive to environmental issues do not essentially adopt the green
electricity due to weak social norms and personal relevance, doubt about the
quality of green electricity and absence of precise information.
David Diamond [72] 2009 USA EV Quantitative Theory of planned behaviour Gasoline prices and hybrid adoption have strong connection whereas incentive
policies and hybrid adoption have a much weaker connection.
Ben Lane et al. [73] 2007 United kingdom EV Qualitative analysis Theory of planned behaviour Attitudes, personal norms and beliefs are influenced and formed by a large range
of factors that are themselves tough to predict, manage and quantify.
N. Adnan et al. Renewable and Sustainable Energy Reviews 72 (2017) 849–862
853

norm can be differentiated by the internalised moralrules or values
[52]. Internalisation is the main feature of personal moral norm. In this
research,we explain the personal moral norm through which a
consumer willdecide either to adopt the PHEV/EV or not based on
his/her personalresponsibility or moralprinciple rather than social
pressure or social norms. Rezvani et al. [14] stated that if the consumer
has a higher degree of personal moral norm then he/she will have more
willingness to adopt PHEVs/EVs.
5. Extended theory of the planned behaviour model based on
environmental concern
According to Schuitema et al. [12] where the researcher states that
environmentalconcern is a term thatdefines the consideration and
awareness of environmental issues. Therefore, Richardson [22] defined
an important factor related to environmentalconcern is the help for
individual to deviate from their present behaviour to a more environ-
mental-friendly behaviour.Moreover,Ajzen mentioned in their re-
search that environmental concerns do not impact directly on specific
environmentalbehaviourrather it is by some different variables,
indirectly.C. A. Klöckner [78] has performed a meta-analysis and
found the correlation between environmentalconcern and environ-
mentally friendly behaviour, and noted that the reading between 0.23
and 0.35 is called the average correlation coefficient of environmental
concern and behaviour. This result shows that environmental concern
does not depend on behaviour, which confirmed a result of the work by
[48,79,80]. Bamberg [60] proposed that environmental issues put forth
an impact on an individual's behaviouralintention by norms,beliefs,
and attitudes.So, we can conclude that environmentalconcern is an
indirect factor of behaviouralintention and a frontal factor of the
elements of the extended TPB model.
Finally, a number of studies have also investigated the interaction
between habit and behavioural intention [81,82]. The main argument
is that: when behaviour is repeated, a habit is developed. Accordingly,
the behaviour is less likely to be determined by intention and is instead
measured by habit strength.This argument is supported by the TPB
research as the inclusion ofhabit proved to enhance the amount of
variance explained by an average 3–5% [81].However,unlike an
outcome such as mode choice,which is highly influenced by habit
strength, there is no evidence to support the idea that purchasing a new
vehicle should be treated similarly.Instead,it is argued that the long
time period between most purchases means that such decisions are not
habitual in nature and, therefore,are mainly influenced by the
behavioural intentions of each consumer [2,73,83].The TPB, when it
is hypothetically grounded,can be scrutinised for a relationship;the
theoretically divergentexercisetook place from the existing TPB
variable and has been established applicability to a large number of
behaviours. The current TPB variable is reasoning based on prediction;
it is suitable to scrutinise the possible effect of the perceptive
prejudices.Whereas,it gives an extra variable, named hyperbolic
discounting, which is additionally added to regulate its probable effect
as a moderating construct. Though, this particular variable was chosen
on contribution from experts, from an assessment of the literature, and
in response to calls for additional research to investigate the effects of
the organisationalbehaviour on decision-making [84–86].This spec-
tacle of hyperbolic discounting was founded by Herrnstein [87] based
on a matching principle and represents a practice of quick satisfaction.
It exemplifies the distinctinclination for an instant, less-beneficial
payment over choices that might deliver better upcoming assistances
[87–89]. Hyperbolic discounting is a departure from the economic core
theory as decision-makers do not maximise utility, instead of succumb-
ing to methodicalprejudices,and show an overall absence ofself-
control [89], [90]. The application introduced by [91]which was,
grounded by the cognitive bias, likewise added hyperbolic discounting
in the TPB by identifying a general gap between behavioural intention
and actual behaviour.Elstrodt et al. [92] detailed this particular
loophole by opposing how traditionalbehaviour and habit efficiently
restrained the intention– behaviour gap. Precise to the environmental
concern,such as those which are related to energy availability and
pollution reduction,customersare often of a long-term plan that
Fig. 3. Conceptual framework.
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854

requires a balance amongstcurrent and upcoming positioning even
whereas the short term is based on the return on investment.In this
study,it is assumed that the consumers’attitudes,subjective norms
and personalmoral norms, and perceived behaviours,which will be
used to control the adoption of the PHEV/EV,are affected positively.
However, environmentalfactors indirectly effect the behavioural
intention to adopt. Whereas,the collective outcome ofhyperbolic
discounting has a direct effect between the consumer'sEC-based
intention and the actual adoption of the PHEV/EV's conceptual
framework which is illustrated in Fig.3. Subsequently,this is based
on the fundamental literature based on TPB.
In addition, we have included several control variables in the model
to test their impacts on the intention to adoptthe PHEV/EV. The
variables included: age, gender, income, employment status, household
size, education level,annual travel distance,and household fleet
characteristics(fleet size, garage, and additional or replacement
vehicle); and, their inclusion has been based on the findings of previous
studies [2,25,64,73,93].It should be noted that,by examining beha-
vioural intention, our model can offer information on the factors
influencing the stated preferences towards PHEV/EVs [94]. However,
this approach does not analyse the revealed behaviour.The degree to
which the PHEV/EV translates into actually purchasing a PHEV in the
future can be affected by factors that may intervene in the time between
a stated intention and a revealed behaviour and, as such, this research
can only offer a snapshot of the Malaysian market at one point in time.
6. Methodology
This segmentgives a summary outline ofthe conceptualframe-
works as well as approachesin terms of methodology which are
implemented in the research literatures reviewed in our article.It is
outside the range ofthis article to widely review each ofthe bulk
amounts ofpast researches that analyse the theoreticalbases ofthe
different methods critically, which have been implemented to enlighten
consumer preferences,demand,and attitudes for the latest technolo-
gies. From our point of view, it suffices to explain concisely the major
theoreticalbackgrounds normally used along with the blend ofkey
apprehensions arising, letting the journal reader ponder over the bigger
scene, comprised of the relations amongst various methods and ideas.
In the line of the PHEV's/EVs adoption, the implications of innovation
are adaptive in nature,which has been carried outby every single
consumer. The outcome of such actions shows complex behaviour even
though arising from perceived awareness. This research study specifies
the concerns towards a wide range of adoption literature by reviewing a
range of adoption decision among consumer about PHEV's/EVs
innovations [95,96],and other technologies.Moreover,the study of
Shokrzadeh [97]focuseson the battery electric vehicle'sadoptive
measures, and Rezvani et al. [14] on the PHEV's perception of adoptive
behaviour.However, Schuitema et al. [12] explained the role of
hedonic symbolic behaviour towards consumer adoption. Runyan
et al. [98] postulate the adoption decision ofconsumers with their
pro-environmentbehaviour.Most of the research studies have not
assumed the growth of an easy technique for performing a review. So,
there is a challenge for the researcher mainly in order to define and
demonstrate the outcomes in proper thought-outmanners.Besides
that, all the other measured methods used by the researcher [99] fit in
our current research interestwhere they used 716 consumersto
validate a simple and organised way in regards to perform a review
study. Although, one might consider such a method as a meta-analysis,
it is nearly distinctive without containing relatively multifaceted
statistical measures.The findings, nonetheless,do not show any
divergence and do meetthe aim of accomplishing a review study.
The straightforward methodsof [99], termed as 5 fundamental
mechanisms, have apprehended the main particulars of in the previous
studies.The fundamentalcomponents are country,authors’specific
adoption subject, model significance, and analytical methods. However,
Fig. 4. Flow of information through the different phases of the methodology of the literature review.
N. Adnan et al. Renewable and Sustainable Energy Reviews 72 (2017) 849–862
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special consideration towardsthe measure components,such as
number of variables and sample size,was not given in this study.
Moreover, there is a dire need for the proper attention towards
individual analytical techniquesto achieve different requirements
consisting ofstatisticalsignificance (Regarding the different number
of variables and sample size).Since the techniques mentioned above
have some pros and cons, special consideration should be employed by
summarising the outcomes from the previous research studies. In order
to be more specific, the knowledge towards both the unsubstantial and
substantialconstructs measured must be apprehended together.The
positive and negative effects will be considered in a later section of this
paper irrespective of their indication that they are the central interest
of this paper, and will be used for our discussion. From this point, it is
vital that our research review revolves around the significant factors
that influence the adoption decision,hence, giving the awareness
amongstconsumers in order to adoptthe PHEV/EV. He and Chen
[100] stated previously that carrying out such techniques needs proper
methodology.Nevertheless,Morton et al.[99] used acceptance to the
TPB technique with certain employed measures.Henceforward,this
determined segmentis to present ‘‘add-on’’information on these
measures in the subsequent subdivision.
The 3 major research tactics (risk perception, attitudinal study, and
stated preference techniques in order to evaluate economy) are based
on features of the ‘‘rational actor’’philosophyof the research.A
theoretically dissimilartactic to comprehend the behaviourin the
direction ofthe green technology is named as symbolism and vastly
refers to the exploration of consumer studies. Declercq et al. [101] have
newly initiated the influentialstudy as well as lessons ofthe latest
researchesdescribing the meaningsof PHEVs/EVs in a symbolic
manner,and have also shown experientialoutcomes concerning the
PHEV/EV purchase. These literatures have basically assumed that cars
symbolise concepts connected to self-distinctiveness as wellas the
selection ofa particular car is utilised to connectbeliefs,interests,
social status, and values. Researchesregarding attitude depend,
typically,on the ethnographic type of interviews.A possible caution,
in terms of using this method for the research of the latest technologies
like PHEVs/EVs, is that new symbolic meanings take time to appear
and be communicated amongst consumers. Other innovative research
approaches (which can be used in combination with the previously
described methods) include experimentalstudies (involving direct or
virtual driving/use or purchasing of vehicles) or activity analysis.The
activity analysis relies on a combination of interactive interviews and
the use of household travel diaries, activity location maps, videos, and
other information materialthat allow the respondentsto develop
awarenessof their needs and familiarity with the technologyin
question [102,103].The following segmentwill initially precise the
outcomes from the different studies which have been conducted in the
last five-year period linked precisely to Electric Vehicle technologies,
hence, relating them to the latest trend of research in the domain of the
preferences and attitudes to the PHEV/EV. Fig. 4 shows the methodol-
ogy of the literature review follow that has been used for this paper.
7. Data
The research study of this review paper recapitulates anything that
has been ended and initiates from the previous research study. Though,
the researcherdid come to know that it involved a widespread
instrument to examine and categorise the pool of pertinent searching
skills. The majority of the studied articles were searched critically by
using Scopus® Science Directand Thomson Reuter's database.The
search was performed by means of the keyword-string: ‘Adoption AND
Electric Vehicles OR EV AND Consumer Behaviour’and another string
‘Adoption AND Electric Vehicles OR EV AND Consumer Acceptance’,
which resulted after scrutinising related articles in 48 papers (Journal
Articles: 58.3%, Book Chapters: 5, Reviews: 2.1%, Conference Papers:
25%, and Conference Reviews: 14.6%) starting from the year 2006 up
to 2016. Here in Fig. 5, the documents found for the above-mentioned
keywords are shown graphically.Around 58.3% of the articles for the
searched keywords have been available in the last 3–4 years, showing a
greatresearch thrustin the domain of consumer adoption towards
PHEVs/EVs. Fig. 6 illustrates the number of publications by year.
The above pie chartillustrates the totalnumber of the searched
articles using the keywords in Scopus. The total number of the journal
articles was around 58.3%. Whereas, the conference papers were nearly
25%.Whilst searching,the researcher found that only five percent of
review articles were published.Approximately,four percentof con-
ference papers were there in the last 7 years.
In the year 2006, 16 journal articles had been published. Whereas,
in 2010, the number of publications was around 9.As for 2011 and
2012,the number of publications increased from 7 to 12.The graphs
show a little downfallin regards to publishing papers in 2013 and
2014. However,there was a steep rise in the year 2015.All these
reviewed studies can be characterised in regards to 2 different segment-
revised studies being separated into two segments: based on a forecasts
Fig. 5. Documents by type.
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856

segmentand an actual fact segment.The forecastsegmentgroups,
which explain the predictive nature of this study formulated by
Distribution of articles by journalin the last few years are shown in
Table 3 given below.The table shows thatthe selected articles are
distributed across 30 journals. Among these are, mainstream academic
journals such as “Transportation Research Part A: Policy and Practice”
(6 papers), “Environment Renewable and Sustainable Energy Reviews”
(3 papers) and “Transportation Research Part F: Traffic Psychology and
Behaviour”, “Transportation Research Part D: Transport and”, “Energy
Policy” (2 papers each). These journals are renowned for good indexing
and popular among researchers. Their major features are related to the
environmental aspects with the perspectives of economy,sociology or
management.In the survey,the objective was to examine the factors
that influence consumers towards the adoption of PHEVs. Particularly,
the researchers were found to be more interested in the manifestation
of the adoption and non-adoption that had taken place towards PHEV/
EV [57]. Henceforward,all those studies were based on forecasts,
which measured the consumer intention,attitude,and willingness to
pay, to predict the future of the PHEV/EV adoption. Subsequently, the
researchers regulated their review studies to the ten journals based on
actual fact; where, the researchers observed the adoption of innovation
amongst consumers with the PHEV/EV adoption. As a combined set of
these numbers of synopses, the researchers scrutinised 28 publications
to find out the review result synthesis.
The Pie chart of Fig. 7 illustrates the documents by subject type. If
we look at the subject type of the research,we find that 45.8% of the
research was carried out on the field of Engineering, and social science
research. Whereas, as Decision Science and Energy towards the PHEV/
EV are nearly 20.8%,the research was carried outin line with this
paradigm.Computer science related studies carried out 27.1% of the
research. Nonetheless, Environmental science and Business
Management research has performed less than 20% of the studies in
this area.Besides that,Economic,Mathematics,and psychology are
less than 10%.
8. Key finding
The main theoretical frameworksand the methodologicalap-
proaches used in the studies reviewed are summarised in Table 4.
The frameworks included social psychology(models for attitude
formation and behaviouralintention), hyperbolicdiscounting,and
the personalnorms of consumers towards the PHEV/EV adoption.
As an alternative to the previous three rational-actor approaches,we
have found,interestingly,the use of theory of planned behaviour for
Fig. 6. Documents by year.
Table 3
Distribution of articles by journal.
Title of Journal Numbers of articles Percentage
Transportation Research Part A: Policy And Practice 6 20%
Renewable and Sustainable Energy Reviews 3 10%
Transportation Research Part F: Traffic Psychology & Behaviour 2 6.67%
Transportation Research Part D: Transport And Environment 2 6.67%
Energy Policy 2 6.67%
Sustainability Switzerland 2 6.67%
Transportation Research Part C Emerging Technologies 1 3.33%
International Journal Of Energy Research 1 3.33%
International Journal Of Operations And Production Management 1 3.33%
International Transactions On Electrical Energy Systems 1 3.33%
Journal Of International Business And Economics 1 3.33%
Management Science 1 3.33%
Nature Climate Change 1 3.33%
Applied Energy 1 3.33%
Transportation 1 3.33%
Technological Forecasting And Social Change 1 3.33%
Resource And Energy Economics 1 3.33%
Manufacturing And Service Operations Management 1 3.33%
World Electric Vehicle Journal 1 3.33%
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the study of consumer perception about PHEVs/EVs. Whereas, Table 5
demonstrates the summary ofthe main theoreticalframeworks and
corresponding methodological approaches in attitudinal and consumer
preference studies on the PHEV/EV. Gender, age, income or education
groups,and willingness to pay,where studied; the result was positive
but not generally influenced by the level of environmental awareness of
the respondents. The qualitative research provided insights about how
the attitudes towards the technologies evolve with the provision of
additional information. The main outcomes are in agreement with the
conclusions from previous quantitative surveys: there seems to be not
any significantconflict to the technologies;as well, safety concerns
were at best moderate.
Another understanding ofthe car drivers behind the PHEV/EV
purchaseswas specified by the study of vehicle buying behaviour
through semiotics.The method exposed the varied range of implica-
tions that PHEVs/EVs have for the car owners, such as “intelligence”,
“ethics”, “uniqueness”, and “independence”.
9. Discussion
This review study aims at scrutinising the substantialfactors that
influence a consumer'sdecision in the context of the PHEV/EV
adoption.There are many aspects that depend upon the adoption of
the PHEV/EV. However, social as well as psychological factors belong
to the core decision of the adoption. In this study, we have dealt with
the domain encompassing the extended theory of planned behaviour.
Above all, the consumer awareness of the environmental concern was
recommended as a vitalfactor in the consumers’PHEV/EV adoption
decision by the studied literatures.Nevertheless,socio-psychological
benefactions are the key features thatupkeep or limit the societal
behaviour ofconsumers on the adoption decision [12].Researchers
also highlighted the challenges ofself-reported environmentalbeha-
viours that might be prejudiced by the specific environmental concern,
which leads towards the sustainable environment.This comprises
sponsorshipsand enticements as a main obstacles towards the
PHEV/EV adoption. According to the view of Al-Alawi & Bradley
[85], some variables like consumer educationalqualification,beha-
viour, age, experience,income etc.are the key factors towards the
PHEV/EV adoption decision of consumers.Consumers alone or
collectively can eitherbe inspired or de-motivated by thePHEV
adoption decision.The PHEV/EV adoption enhances the information
and awareness amongst more consumers about sustainability, and the
issues and challenges that are tackled by the lawfulagency [93,104].
Hence,the next subsection deals with the implications ofconsumer
adoptions in terms of the managerial perspective.
9.1. Managerial implications
A pro-environmentalattitude playsa vital impact towards the
adoption of PHEV/EV in Malaysia (Adnan et al. [2]). Moreover,
Fig. 7. Documents by Subject Type.
Table 4
Major theoretical frameworks (Summarised) and analogous methodological tactics.
Conceptual
Framework
Social psychological construct Related to Discounting Economics Selected Other
Attitudinal and Intended behaviour
Models
Hyperbolic discounting Non-market Theory of Planned
BehaviourValuation
(Hyperbolic discounting)
Methodological Attitudinal survey(quantitative structured questionnaires; qualitative focus
group, in-depth interviews)
Stated preference surveys(Contingent
valuation choice experiment)
Ethnographic
Approach Interview
Experimental analysis and activity analysis
Table 5
Summary of main findings.
Quantitative Studies Qualitative Studies
Consumer's attitude largely
significant
Combination of significant as well
as insignificant
Negligible opposition None
Low awareness Low awareness
Positive willingness-to-pay Negative willingness-to-pay
Environmental concern low or absent Environmental concerns are at
risk
No clear correlation with awareness,
environmental attitudes, or
demographics
Demand for information and
consumer engagement are
missing
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PHEVs/EVs have noteworthy visions owing to their low emissions and
extended mileage. Hence, vendors can utilise the fuel economy as well
as eco-friendly vehicles as one of the advertisingtools in their
marketing in order to inspire the local consumers towards the adoption
of electric vehicles [104].For the purpose of advertisement,they also
require the creation of a more informative promotion to educate the
consumers on the benefits and importantcharacteristics ofelectric
vehicles.In the context of product strategy,more electric vehicles
should be introduced by the manufacturers with a view to attracting the
consumers.The electric vehiclesmust have the featureslike easy
operation,fuel efficiency,and high quality in the context of reliability
and durability. The overall cost of a hybrid PHEV/EV was about 30%
higher than a non-hybrid PHEV/EV in Malaysia.For the purpose of
avoiding excess-pricing,the car manufacturers mustpropose more
affordable electric vehicles. This is because most buyers are looking for
a more affordable and acceptable price.Incentives from the govern-
ment are also one of the factors that affect the hybrid PHEV/EV
adoption in Malaysia.As per the outcome,the lawful agencies should
ensure giving incentives for the buyers of PHEVs. In addition, the local
government can provide distinctive incentives,such as low corporate
tax as well as low manufacturing plants tax for a 5–10 year duration, to
those vehicle manufacturerswho assemble hybrid PHEVs/EVs in
Malaysia.
10. Forecasting of PHEV/EV trades in Malaysia
Malaysian Green Tech is playing an essential part in supporting the
adoption of Green technology (GT) and sustainable practices (SP).As
the Green Tech representative encouraging Malaysians to accepta
more sustainable routine.The adoption of EV/PHEV is an effort
towards the sustainable environment. Whereas, interpreting the diffu-
sion rate of the PHEV/EV situations for the estimation of upcoming
sales of PHEVs/EVs needs the projection of new car sales over a certain
period of time. Malaysian Green Technology plans to install25,000
electric-vehicle charging stations throughout Malaysia by 2020.This
can only be possible by applying an estimation for the actual growth of
Malaysia's Gross State Product (GSP) over the passageof time.
Moreover, partnerships have been established with GreenTech
Malaysia, ICCT (hosting the secretariatof the International Zero-
Emission Vehicle Alliance), the IEA Technology Collaboration
Programme on Hybrid and Electric Vehicle Technologies and
Programs (IA-HEV), the International RenewableEnergy Agency
(IRENA), King Mongkut's University of Technology Thonburi
(Thailand),the Lawrence Berkeley NationalLaboratory (LBNL), the
United Nations Human Settlements Programme (UN Habitat),the
United Nations Industrial DevelopmentOrganization (UNIDO) and
Urban Foresight in order to further boost the PHEV/EV sales in
Malaysia [34].
Sivak [105] conducted a study of 48 nations starting from the year
2005 till 2011, and found a strong predictor of the logarithm of vehicle
sales which is called the ‘logarithm ofgross domestic’.Firstly, the
sample size for this research study for Malaysia was too smalland
covered only the targeted Kuala Lumpurcar users. The upcoming
researches should focus on a larger sample size in order to make the
results valid and more precise.Secondly,most of the vehicle manu-
facturers showed an unwillingness to disclose their buyers’designa-
tions and detail addresses.Therefore,this research study did not
exactly consider the early Malaysian adopters of the electric vehicle. It
would be very valuable to study this buyers’group, exclusively.In
upcoming years,the study may compare the factors influencing the
electric vehicles’ adoption between non-adopters and adopters.
Moreover,a research study may also consider consumers’attitudes
towards the electric vehicle in Malaysia. The Fig. 8 shows the projected
global sales of different types ofPHEVs/EVs starting from the year
2013 till 2020, which will help the policy makers to predict the sales of
PHEVs/EVs in Malaysia,too. From the figure,it is very clear that,in
the year 2020, all types of PHEV/EV sales will be increased compared
to the past few years.
11. Limitations and future research
The scope of our investigation is restricted to the precise set of our
eight constructs which were not well exposed by prior studies whereas
adding a hyperbolic discounting construct gives noteworthy contribu-
tion towards the adoption of EV/ PHEV, and henceforward this
research paradigm does notcover all the aspectthat influence the
adoption of EV/PHEV. The future studies may include or incorporate
the socio economic factors which was exposed in the findings of this
review study. Prospect situations can be restrained, the most significant
factors that stimuli on the adoption can be identified. Nevertheless, as
novel constructare included in a study,differences among the two
vehicles may arise, and consequently PHEVs and EVs must endure to
be detached in upcoming research studies. A part from these construct
a discrepancy among systematic charging time and fast charging time
remain the part of upcoming research studies.
This research is based on the baseline forthe upcoming more
advance research to perform in order to validate the developed model
and to explain the intention to use EV/PHEV among Malaysian
consumers.Furthermore,the future paradigm should inspectthe
causalrelationship among the factors that influence the adoption of
EV/PHEV usage by commissioning a structuralequation modeling
(SEM) procedure.Additionally,the future research also requests to
scrutinise the influence of EV/PHEV practice on energy cohort and the
public society among Malaysian consumer as the whole.
Lastly, future direction may requestto manage a choice-based
conjoint analysis,thus producing the specific trade-off among PHEVs
and EVs under numerous scenarios.Moreover an analysis which is
based on simulation can be used which is based on the specified
inclinations of our defendants,letting for modeling,examining and
expecting forthcoming PHEV and EV arcade stocks.
12. Conclusions
This research study hasgiven a comprehensive review ofthe
literatures concerning the factors influencing the adoption of PHEVs/
EVs. Grounded on the delivered literatures,we found that this study
bridges the gaps and forecasts the studies based on the PHEV/EV
consumer adoption. For this, a set of scenarios that suit most of today's
marketconditions was assumed to develop 3 stages such as major
modeling techniques used in the literature on PHEV/EV marketplace
forecasting are:agent-based models,consumerchoice models,and
diffusion and time series models. PHEV adoption forecasts within the
sale of vehicles in Malaysia.To these ends,this paper first presents a
review of the published forecasts of PHEV and EV market share, which
Fig. 8. Projected global sales of different types of EVs (2013–2020).
N. Adnan et al. Renewable and Sustainable Energy Reviews 72 (2017) 849–862
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includes a classification and critique of the three main modeling
methods that have been applied to automotive market forecasting.
Especially in the Malaysian transportation sector, the reduction of
carbon dioxide emissions being kept in view,the PHEV/EV has been
considered as the best alternative. The research for the extended TPB
model based on Kang et al.'s study [106] was used to find consumers’
intentions towards the adoption of PHEVs. We have also observed from
the past literatures about the consumers’ ethical norms and progressive
signs towards the intention towards adoption. However, based on the
comparison carried out by past researchers [107–110], it is quite clear
that the addition of the personal moral norms has upgraded the
explained variance which is less than the expected one. In this research,
the impact of personal moral norms was the minimum compared to the
measured values in the internationalstudies.In Malaysia, the main
reason is that communism is leading on numerous sides of day-to-day
life, which is not really very effective [111,112] arguments leads to
societalstress amongst consumers and expresses a vitalrole towards
changing consumer behaviour. The influence of SN leads to individual
moral norms. Moreover,the effectof eco-friendly concerns on the
components ofthe extended TPB structure as wellas the intention
towards the PHEV/EV adoption is further explained by the researchers
mentioned above. As an associated impact, the investigation outhouses
a bright understanding on the specific theme ofthe adoption ofthe
PHEV/EV where hyperbolic discounting plays an important role in our
research of environmental sustainability.
The intention towards adoption is effected by environmental
concern,indirectly,and its effect is positively related to attitude,SN,
PBC, and personalmoral norms.However,the collective outcome of
hyperbolic discounting plays as a moderator which has a direct effect
between the consumer's intention and the actual adoption of PHEVs/
EVs. The elements of the extended TPB model,in part, arbitrates the
effectsof a consumer's eco-friendly concern on his/her intention
towards adoption. Moreover,it is also important to highlight that the
environmental concern and adoption intention are not directly propor-
tional. In fact, the intention of adoption depends on the impacts of eco-
friendly concern and the 4 parts ofthe extended TPB model.This
literature review is very useful and comprehensive. The finding of the
relevantinformation is usefulfor governments and vehicle dealers.
This research has concluded that consumer attitude towards adopting
PHEVs/EVs is positive when impacted by environmental concerns. In
other words,if the consumer has more concern towards the environ-
ment, they will have more attraction towards adopting PHEVs/EVs. In
general, with respect to the marketing angle, a vehicle seller shows and
launches PHEVs/EVs; by this, they enhance the popularity of the brand
as well as the consumer's environmental concern, and emphasises the
awareness of eco-friendly environmental benefits towards the adoption
of PHEVs/EVs. Consumers giving importance to societalpressure or
other pressures inserted by people or primary adopters are one of the
most significant factors of their intention towards adoption. By
supporting the research,we will stand a chance ofdeveloping this
further with the theoreticalframeworks ofemotions in psychology,
consumer behaviour, and ethics. Whereas, there is a need for a proper
communication memoranda.Instruction and strategies can generate
explicit intellectualand emotive replies in consumers and,therefore,
affect their choices and behaviours. Accepting the reasoning and
emotional reactions can assist marketing authorities and lawful
agenciesto collaboratein their communication,instruction, and
strategies to be able to overcome more obstacles towards the adoption
of the PHEV/EV. The assessment of the PHEV/EV of these participants
and initial adopters bear a vitalimpact on the customer's adoption
intention. So, the Government sector and sellers should come forward
in order to enhance the early adopters’evaluation of their PHEV/EV.
Though,there are major initiative thathas been carried outby the
policy maker such as PHEV/EV Clubs and the Word-of-Mouth (WOM)
marketing policy that may be the two vital and dominant methods for
the increment of SN that consumers observed. Hence, this paper tries
to fill the gap by proposing a conceptualframework by tailoring the
sustainability of the environmental concern. The proposed conceptual
framework has theorised the significant relationship amongstthe
variablestowards the proper adoption of PHEVs/EVs as well as
environmental sustainability, and opens a new path for future research
to empirically prove the hypotheticalrelationship amongstthe vari-
ables. It is needless to say that, there are a few limitations in this review
study.The domain of preference as wellas attitude studies is a huge
one, and the authors here,only studied the findings thatexplicitly
related to the PHEV/EV. Furthermore, we have tried to summarise the
complex and extensiveliteraturesin a brief way, which has not
permitted an exhaustive assessmentof all the current arguments.
However,our dedicated study regarding consumers’preferences and
attitudes towards PHEVs/EVs has sorted out numerous prevailing gaps
in information whilst recognising a number of encouraging procedural
avenuesand approaches for the upcoming research thrust. The
prevailing doubts regarding the improvement of the attitudes towards
Fuel cells as well as hydrogen-powered vehicles in the upcoming years
seem to warrant a continued research effort in this field.
Conflict of interest
The author declares that there is no conflict of interest regarding
the publication of this paper.
Acknowledgements
The authors would like to acknowledgeUniversiti Teknologi
PETRONAS (UTP), Departmentof Managementand Humanities to
facilitate this research study. The authors would also like to thank the
reviewers for their valuable suggestion in order enhance the manu-
script.
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