The transport sector is the leading source of growing greenhouse gas (GHG) emissions globally. To consider environmental degradation aspects due to transport, electric vehicles (EVs) have the prospect to lead road transport to electric mobility from conventional petroleum vehicles. Despite various eco-friendly benefits, the EV market penetration ratio is very low, especially in developing countries. The primary reason for low penetration is consumer limited motivation and knowledge about the EVs features. This paper uses a unified theory of acceptance and technology (UTAUT) model to assess consumer motivation and environmental knowledge towards EVs. This research used convenience random sampling to collect data and analyzed the results using the Partial Least Squares (PLS) method on the example of 199 respondents from Malaysia. The study results revealed that factors identified in the motivational context significantly influence consumer intentions to purchase EVs. Perceived environmental knowledge and technophilia have been included in UTAUT from a motivational perspective. Furthermore, a significant relationship between effort expectancy, social influence, technophilia, perceived environmental knowledge, and purchase intention towards electric vehicles has been observed, without performance expectancy. The study findings serve to inform policymakers and automakers to formulate effective marketing strategies to enhance consumer motivation, knowledge, and value creation for EVs in a sustainable era. Ultimately, the policies will help to encourage consumers to buy eco-friendly vehicles that will help reduce transport carbon emissions and attain sustainable development goals (SDGs).

Transportation is extremely important in contributing to the life quality development of urban areas. However, it has influenced negatively on individuals and the environment due to carbon emissions and gases. Worldwide, organizations and countries are exploring a solution and have developed Electric Vehicles (EVs) as the best possible solution. Electric vehicles emit no exhaust emissions and are powered by batteries. The adoption rate of EVs in rich countries is increasing year after year, while consumer adoption intention of EVs in poor countries is quite low, particularly in Malaysia. The ownership percentage of Internal Combustion Engine Vehicles (ICEs) in Malaysia is 93 percent, placing it near the top of the globe, but EV adoption is just about 3.5 percent. Consumer awareness of EVs is quite low, which is why consumer adoption intentions toward EVs are not increasing. Malaysia is the world's 26th highest emitter of carbon and greenhouse gases (GHG). This study will assist in identifying the characteristics that can maximize consumer interest in EVs and will be beneficial to the government and industry in developing the market as stated in the Paris accord and achieving the Carbon Neutral Nation 2050 aim. The study will go through the motivators that lead consumers to purchase EVs. These characteristics will provide transportation sectors insights on bridging the demand and supply of sustainable vehicles.

This study aims to examine the moderating role of perceived environmental knowledge (PEK) on consumer motivation and electric vehicle (EV) purchase intention. Data were collected from 700 respondents through purposive random sampling and analysed using the Partial Least Squares (PLS) method. The findings showed that consumer environmental knowledge and awareness about EVs is limited. When we included the PEK as a moderator, it has changed the relationship. From this study, posturing is important as it applies business' strengths to understand both the current- and long-term needs of the marketplace. When we can recognize a strategic posture, it is much easier to understand how to channel resources more effectively. We offer business strategies to improve the EV purchase intention, as part of the quest to reduce carbon emission.