A Reasoned-Action Framework For Marketing Electric Cars in Malaysia: A QualitativeQuantitative Mixed Methods Investigation

The automotive industry in Malaysia and the Malaysian government are encouraging electric car
consumption as a sustainable initiative to reduce environmental problems by relying on electric
power and contribute zero emissions. The study aims to address the timely and crucial investigation
of electric car consumption specifically in Malaysia as the country tries to achieve sustainable
development goals (SDGs) especially to reduce greenhouse gas (GHG) emissions (BNM Annual
Report, 2022; Malaysian Investment Development Authority, 2023a). The Malaysian government
provides tax benefits for purchasing electric cars and encouraging investments from electric vehicle
companies (Lye, 2023; Malaysian Investment Development Authority, 2023b). The focus on this
context is crucial due to the introduction phase of electric cars which can determine the long-term
results. The concept of electric cars is currently widely adopted in the European and Western
contexts but in countries like Malaysia, it has approximately only 10000 registered in 2023 (Chan,
2023). In terms of the overall Malaysian automobile market share, it is ranked 23 in the world and
third largest in Southeast Asia (Muller, 2021; Statista Research Department, 2023) but in the
Southeast Asia electric vehicles market, Malaysia ranks below Thailand, Indonesia, Vietnam, and
Singapore. With only a 2.4 percent contribution to the Southeast Asia electric vehicles market share
(Counterpoint, 2023). The increase in electric car consumption is crucial to meet the sustainable
objectives of the country. This study involves a two-phase approach, an elicitation method followed
by a quantitative study.
Beliefs forming attitude, subjective norms, and perceived behavioural control in the theory of
planned behaviour are first elicited from 33 participants using a semi-structured interview method
are the important foundations which are mostly overlooked (Goh et al., 2019; Fishbein and Ajzen,
2010). The results from phase 1 help further these elicited beliefs as measurement items in the
quantitative study using a survey questionnaire. The beliefs are the first phase crucial for behavioural
change process (Ajzen, 1991; Perri et al., 2020) and can help explain why individuals perform or do
not perform a behaviour.
Findings reveal that Malaysians feel uncertain about electric cars and the technology especially
charging. Marketers should ensure that the uncertainties are addressed in order for Malaysians to
feel safe and comfortable purchasing an electric car.
With this, the quantitative phase will further validate and quantify the significance of the elicited
beliefs in shaping behavioural outcomes. The results can provide the Malaysians' perception of
purchasing an electric car and help marketers develop better strategies to target potential
consumers as the role of marketing can help build awareness, address concerns, and position the
product accordingly based on the factors which can influence consumption.