Authors: Trin Thananusak; Sirisuhk Rakthin; Thiti Tavewatanaphan; Prattana Punnakitikashem
Addresses: College of Management, Mahidol University (CMMU), Bangkok 10400, Thailand ' College of Management, Mahidol University (CMMU), Bangkok 10400, Thailand ' College of Management, Mahidol University (CMMU), Bangkok 10400, Thailand ' College of Management, Mahidol University (CMMU), Bangkok 10400, Thailand
Abstract: This study used partial least squares structural equation modelling (PLS-SEM) to test the relationships between the five factors (financial factors, infrastructure, performance, environmental concern, and price-premium) and intention to buy electric vehicles (EVs) in Thailand. Our findings suggest that the Thai car buyers pay attention to the performance factor of EVs (e.g., driving range, speed, safety) whilst not being concerned much with the infrastructure (e.g., charging facilities) and the financial factors (purchase price, operation and maintenance costs, resale price) of EVs. Moreover, the individuals' environmental concerns affect the decision to own EVs and Thai customers are willing to pay for a price-premium for EVs. However, price-premium factor could negatively moderate the relationship between the environmental concern and intention to buy EVs. That is, if the price-premium of EVs becomes too high, people with a pro-environmental ethos may be less likely to adopt EVs.
Keywords: intentions to buy; electric vehicles; EV; Thailand; financial factors; performance; infrastructure; price-premium; environmental concerns; conspicuous conservation.
International Journal of Electric and Hybrid Vehicles, 2017 Vol.9 No.4, pp.361 - 381
Available online: 13 Feb 2018Full-text access for editors Access for subscribers Purchase this article Comment on this article