Green vehicle adoption behavior among low-income households: evidence from coastal Malaysia

In an attempt to mitigate the effects of extreme natural events caused by greenhouse gases (GHGs), a significant number of researchers and environmentalists have repeatedly stressed the importance of implementing protective measures, including the promotion of green consumption. This study examined the elements that motivated the willingness and the practice of green behavior (GB) among low-income households in coastal Peninsular Malaysia. To meet the research objectives, this study adopted the survey questionnaire method to collect data from 380 low-income households. The findings revealed that self-efficacy (SE) and environmental concerns (EC) have statistically significant effects on the attitude toward green products (ATT), while subjective norms (SN) and perceived behavioral control (PBC) have influence on the intention of green vehicles. Eventually, the study discovered the effects of the intention to adopt green vehicle on green vehicle adoption behavior. Hence, the findings of this study provide new insights for policymakers in Malaysia to place more emphasis on improving consumer attitudes, social standards, and PBC, which will ultimately contribute to the adoption of environment-friendly vehicles. In addition, car manufacturers should support this program by designing products and options that would encourage those in the low-income group to replace their conventional vehicles with green alternatives in Malaysia.