Strategic and Behavioral Drivers of Consumer Adoption of Electric Vehicles in Selangor, Malaysia: A Qualitative Study Using Diffusion of Innovation Theory

Abstract

Electric vehicle (EV) adoption in Malaysia has increased in recent years, yet market penetration remains below national transition ambitions. This study examines the strategic and behavioral drivers influencing consumer adoption of EVs in Selangor, Malaysia, using Diffusion of Innovation Theory as the guiding lens. A qualitative research design was employed to capture the lived experiences, expectations and concerns of multiple stakeholders in the EV ecosystem. Data were collected from 44 participants comprising EV owners, prospective buyers, EV dealers and charging infrastructure operators. Semi-structured interviews, focus group discussions and document analysis were analysed using thematic coding in NVivo 14. The analysis produced 171 coded references across five themes: consumer attitudes and motivation, risk perception and barriers, charging infrastructure awareness, social influence and peer effects, and policy awareness and adoption enablers. Charging infrastructure emerged as the strongest adoption determinant, accounting for 53 coded references or 31.0 percent of all references, followed by consumer attitudes, risk perception, policy awareness and social influence. The findings show that charging cost, coverage, reliability and station-user behaviour remain central concerns, especially among consumers without access to home charging. Risk perception is also influential, with resale value uncertainty becoming more prominent than traditional range anxiety. EV ownership experience appears to reduce perceived risk, while social influence remains relatively weak due to the early-stage diffusion of EVs in Malaysia. The study contributes to the EV adoption literature by showing that infrastructure readiness alone is insufficient unless supported by risk-reduction communication, dealer capability and consumer education. The paper recommends integrated policy, industry and charging-operator interventions to accelerate mainstream EV adoption in Malaysia.