An integrated model for encouraging consumer EV purchase: UTAUT extended with electric vehicle knowledge and advertisement

Transport sector is acute in improving quality of life, yet its adverse influence on human well-being, societies, and our planet remains through carbon dioxide emissions. Electric Vehicles (EVs) have emerged as a viable way to reduce transportation-related air pollution, although their market penetration remains notably low, especially in developing nations. This study addresses the primary impediment to widespread EV adoption—consumers' lack of awareness, motivation, and knowledge regarding EV features. Employing the UTAUT (Unified theory of acceptance and use of technology) paradigm, amplified with an innovative augmentation incorporating advertisement strategies, this study pioneers a holistic assessment of consumer inspiration and EV knowledge. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM), we assessed the impact of five factors, “performance expectancy, effort expectancy, social influence, EV knowledge, and advertisement on the intention to purchase” electric cars using data collected via convenience sampling from 278 respondents in Malaysia. The study unveiled inadequate consumer ecological awareness and EV knowledge. Notably, the results presented a substantial relationship between advertisement, EV knowledge, and purchase intention. These outcomes underscore the significant role of advertisement in addressing consumer awareness gaps and strategically positioning businesses to meet market needs and attain sustainable development goals _Climate Action. This study provides valuable insights into business strategies for enhancing EV purchase intention, thereby contributing to reducing transport emissions and fostering sustainability.