| Title: | The Antecedent Factors of Purchase Intention for Electric Vehicles (EVs) In Myanmar |
| Author: | Sai Hsu Baw Ka |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2569 (2026) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference 2025 pp. 213-227 Conference Publication Year: 2568 (2025) View |
Abstract
The adoption of electric vehicles (EVs) is increasingly recognized as a critical component of sustainable transportation, driven by advancements in technology, environmental concerns, and supportive governmental policies. However, in Myanmar, the adoption of EVs remains limited due to various socio-economic and infrastructural challenges. This study investigated the antecedent factors influencing EV purchase intention in Myanmar, focusing on variables including product, price, place, promotion, subjective norms, perceived behavioral control, perceived green value, and perceived environmental responsibility.
The study employed a quantitative research approach, utilizing a structured questionnaire to gather data from 250 urban residents in Myanmar, including potential car buyers and decision-makers. The sample was selected using stratified random sampling to ensure diverse representation. Data analysis was conducted using Statistical Package for the Social Sciences (SPSS) software, employing descriptive statistics, reliability and validity tests, and regression analysis to determine the relationships between variables and purchase intention.
The findings reveal that product quality, price sensitivity, and perceived behavioral control are the most significant predictors of EV purchase intention. Limited charging infrastructure (Place) and inadequate promotional activities also emerge as critical barriers. While perceived green value and perceived environmental responsibility influence purchase intention, financial and infrastructural concerns remain dominant.
The study concludes that addressing these barriers through targeted subsidies, infrastructure development, and public awareness campaigns can significantly enhance EV adoption in Myanmar. Manufacturers are encouraged to focus on durability and affordability, while marketers should emphasize long-term cost savings and environmental benefits. These findings offer valuable insights for policymakers, industry stakeholders, and academics aiming to promote sustainable transportation in emerging markets.
Keywords: electric vehicles, consumer behavior, Myanmar, purchase intention.