What affects buyers’ intention when purchasing a new electric vehicle in the Maltese islands?

Abstract

Climate change is an ever-growing problem and one of the major culprits for this is the pollution produced by internal combustion engined vehicles. However, there has been a recent increase of environmental awareness worldwide where people are increasingly turning to greener ways of living. Electric vehicles offer a greener alternative to internal combustion engined vehicles and are becoming increasingly viable. Electric vehicles are perfect for places without long travel distances such as Malta, but most consumers are still opting to purchase a petrol/diesel vehicle. In Malta’s National Electromobility Plan, the aim was for Malta to get 5,000 electric vehicles on the road by 2020. However, as of October 2019, there were only 1,038 electric passenger car vehicles, meaning that this goal is out of reach. An analysis needs to be carried out to see how the adoption of electric vehicles can be increased. Therefore, this study set out to explore what affects buyers’ intention when purchasing a new electric vehicle in the Maltese Islands.

The literature reviewed provides a basis for the hypotheses specified in this study and a questionnaire was developed. The questionnaire was based on Ajzen’s Theory of Planned Behaviour and included Eco-centric Value and Environmental Apathy. A convenience sampling approach was taken for this research and the questionnaire was forwarded though email and social media to potential participants.

The key findings suggest a relationship between perceived behavioural control and intention when purchasing an electric vehicle. Social norm was also found to affect intention. Furthermore, cross tabulation identified relationships ‘age’ with ‘perceived behavioural control’; ‘education level’ with ‘environmental apathy’; and ‘garage ownership with ‘perceived behavioural control’. Finally, the limitations of the study are noted and suggestions for future research are mentioned. The implication of the results is discussed, and recommendations are made for relevant parties in terms of what areas should be targeted in order to increase potential customers for electric vehicles.