DOI: 10.3303/CET24114111
Paper Received: 12 May 2024; Revised: 6 October 2024; Accepted: 13 November 2024
Please cite this article as: Kafi A., Indriya Himawan A.F., Chuah L.F., Abbas M., Allumi N.A., Rozar N.M., Razik M.A., Muhamaruesa N.H.M.,
Bakar A.A., Zainuddin N., 2024, Green Vehicles and Public perception: A Southeast Asian Perspective, Chemical Engineering Transactions,
114, 661-666 DOI:10.3303/CET24114111
CHEMICAL ENGINEERING TRANSACTIONS
VOL. 114, 2024
A publication of
The Italian Association
of Chemical Engineering
Online at www.cetjournal.it
Guest Editors: Petar S. Varbanov, Min Zeng, Yee Van Fan, Xuechao Wang
Copyright © 2024, AIDIC Servizi S.r.l.
ISBN 979-12-81206-12-0; ISSN 2283-9216
Green Vehicles and Public Perception: a Southeast Asian
Perspective
Abdul Kafia, Abdurrahman Faris Indriya Himawanb, Lai Fatt Chuaha, Mazhar Abbasa,
Nura Abubakar Allumia, Norlinda Mohd Rozarc, Muhammad Ashlyzan Razikd, Nur
Hafiza Mr Muhamaruesac, Anuar Abu Bakare, Nizamuddin Zainuddin*,a
aSchool of Technology Management and Logistics, Universiti Utara Malaysia, Kedah
bSchool of Economics and Business, Telkom University Bandung, Indonesia
cFaculty of Maritime Studies, Universiti Malaysia Terengganu, Malaysia
dCentre for External Education, Universiti Malaysia Kelantan, Malaysia
eFaculty of Ocean Engineering Technology, Universiti Malaysia Terengganu, Malaysia
nizamuddin.uum@gmail.com
Understanding public perception of eco-friendly transportation is critical for global climate change mitigation.
This study investigates the factors influencing public perception of green vehicles in Malaysia and Thailand. A
quantitative survey (n=140) targeting green vehicle and non-green vehicle owners in major cities of both
countries was surveyed. Convenience sampling and regression analysis revealed a significant relationship
between knowledge of green transportation, awareness of green transportation, green transportation costs and
green transportation perception. These findings highlight the importance of addressing knowledge gaps and
cost concerns to encourage green transportation adoption among Southeast Asian vehicle users. This
information can guide policymakers and marketers in developing strategies to promote sustainable travel
options. Future research could explore additional factors or expand geographically to gain a more
comprehensive understanding.
1. Introduction
The transportation sector is a major contributor to global air and noise pollution, posing significant health and
environmental threats (He and Li, 2022). In response, the development and adoption of green vehicles,
encompassing electric cars, hybrids and other low-emission technologies, have become a crucial strategy for
achieving sustainable transportation (IEA, 2023). While extensive research explores the environmental benefits
of green transportation (He and Li, 2022), a critical knowledge gap exists regarding public awareness of these
benefits in Southeast Asia (Hossain et al., 2022). Studies suggest limited public understanding of green
transportation's life-cycle costs, which may include potential maintenance savings compared to traditional
internal combustion engine vehicles (ICEVs) (Hamzah et al., 2021). Research highlights cost parity as a key
challenge, with some Southeast Asian markets struggling to achieve price competitiveness with ICEVs due to
varying levels of development (IEA, 2023). This knowledge gap is particularly concerning in Southeast Asia, the
rapid economic growth, urbanization and rising car ownership in Southeast Asia creates a unique socio-
economic and cultural landscape (Kafi et al., 2024). This unique confluence of economic growth, urbanization
and car ownership in Southeast Asia likely fosters public perceptions of green vehicles that are distinct from
those observed in global consumer perception research.
This study aims to bridge the critical knowledge gap by investigating public perceptions of green vehicles in
Malaysia and Thailand through a quantitative survey. Using regression analysis, the survey will explore how
factors such as awareness of green transportation options, technology knowledge, environmental
consciousness and perceived cost influence public perception. By identifying these influential factors and
analyzing regional trends, this research can provide valuable insights for stakeholders seeking to accelerate the
transition towards sustainable transportation in Southeast Asia.
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2. Literature review and hypothesis development
Malaysia and Thailand boast some of the highest private car ownership rates in Southeast Asia, following
Brunei. According to the ASEANStats Database (2017), these countries have vehicle ownership rates of 897
and 548 per 1,000 people, with a steady annual increase averaging 8.6 %. Recognizing the environmental
impact of predominantly internal combustion engine (ICE) vehicles, Malaysia and Thailand began exploring
green technology solutions as early as 1990, introducing hybrid cars that combine electric power with traditional
gasoline engines. Data from the Energy Commission Malaysia (2014) shows an average growth rate of 5.7 %,
with the transportation sector accounting for roughly 39 % of the country's final energy consumption. The
average annual growth rate of newly registered private vehicles stood at 8.7 % (Sang and Bekhet, 2015).
Despite these challenges, there are promising solutions. With over 0.5 x 106 new vehicles sold in Malaysia
annually since 2010, fuel economy standards have emerged as a potential tool (Joshi, 2018). These standards
mandate yearly improvements in the energy efficiency of both ICEVs and hybrid electric vehicles (HEVs). The
transport sector heavily relies on limited and non-renewable resources, leading to detrimental environmental
impacts (International Energy Agency, 2023). It is a major contributor to global climate change, releasing
greenhouse gases like CO2 (carbon dioxide) and air pollutants (Takam, et al., 2023) like NOx (nitrogen oxides)
(European Environment Agency, 2023). While HEVs and EVs (Electric Vehicles) are hailed as solutions for
climate change, their uptake in Southeast Asia, notably Malaysia and Thailand, faces hurdles, primarily due to
their high upfront costs, driven by expensive battery technology (Bloomberg New Energy Finance, 2020). Both
countries require substantial investments in charging infrastructure and grid development to support widespread
electric mobility. The rapid growth of private transportation exacerbates environmental challenges, with cities
like Bangkok and Kuala Lumpur experiencing severe air pollution and congestion (Joshi, 2018).
2.1 Knowledge of green transportation
Several studies have explored consumer knowledge and motivations regarding green cars and ICE vehicles. A
study in Colombo, Sri Lanka, found that a majority (54 %) of respondents had poor knowledge about green cars
(Ponnamperuma, 2017). A survey of Swiss buyers revealed that cost savings are not the primary motivator for
purchasing hybrid cars, with lower fuel consumption and higher efficiency being the main drivers (Weber, 2019).
Peters et al. (2015) suggest that financial incentives can influence consumers' car choices, while Teisl et al.
(2008) develop a model exploring the relationship between individual characteristics, motivations and the
content of information policies. Studies have shown that higher education positively impacts stated choices for
hybrid vehicles, potentially due to increased knowledge of quality, cost, environmental benefits and purchase
intention concepts grounded in prospect theory (Potoglou and Kanaroglou, 2007). This aligns with similar
research on understanding green car purchase intention among Malaysian consumers (Lim et al., 2019).
Promoting the adoption of green technologies, such as electric and hybrid vehicles, is crucial for environmental
protection. Equipping sales teams with the knowledge to explain the features and benefits of these advanced
vehicles is essential for their success in a rapidly evolving market
2.2 Awareness of green transportation
Numerous studies have explored the relationship between environmental awareness and electric vehicle (EV)
adoption. Research suggests that environmental awareness directly influences the purchase intention of non-
EV users, but its impact on post-purchase satisfaction of EV users might be indirect. This aligns with discussions
in Transportation Research and Transport and Environment, highlighting the significance of green technology
in transportation studies (Okada et al., 2019). Consumer concerns and knowledge gaps remain significant
barriers to widespread EV adoption. While there is growing public support for low-emission vehicles, a recent
study by the Institute of the Motor Industry (IMI) in the UK revealed that nearly a third of respondents would
never consider buying an EV (Institute of the Motor Industry, 2024). Public awareness and exposure to EVs in
Malaysia and Thailand remain relatively low compared to other countries, impacting their purchase and sales
figures (Tsai et al., 2024). These findings highlight the need for targeted interventions to address consumer
concerns and improve public understanding of EVs. Educating the public about environmental issues, vehicle
engine technologies and the latest advancements in green transportation can be achieved through government-
led programs (Peters et al., 2015).
2.3 Costs of green transportation
The initial purchase price of electric and hybrid vehicles (EVs and HEVs) is often higher than conventional
gasoline cars due to their advanced technology. Concerns exist regarding the resale value of used EVs and
HEVs due to limited market penetration and rapid advancements in technology (International Energy Agency,
2023). Moreover, concerns about "range anxiety" limited driving range and availability of charging infrastructure
for EVs – can deter potential buyers (Electric Power Research Institute, 2019). Natural gas vehicles (NGVs)
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present a potentially cost-effective alternative. Compressed natural gas (CNG) and liquefied natural gas (LNG)
are cleaner-burning options than traditional gasoline or diesel fuels, with lower greenhouse gas emissions
(Thiruvengadam et al., 2018). According to the International Gas Union (International Gas Union, 2024), there
were over 30 x 106 NGVs globally in 2022, with projections for continued growth, suggesting a potentially more
established infrastructure compared to some alternative fuel options. Limitations exist, including the need for
specialized refueling stations and potential concerns regarding methane emissions from NGVs, requiring further
research (UN, 2021). Other studies suggest that diesel fuel mixtures can help reduce emissions (Chuah et al.,
2016) of smoke, carbon monoxide (CO), particulate matter and hydrocarbons (HC) (Bozbas, 2008). Ownership
costs for EVs are generally higher than those of ICE vehicles (Prapinit et al., 2019) on logistics in Northeast
Thailand highlights the role of knowledge in influencing transportation costs. While their study focused on
knowledge gaps, it indirectly suggests that a lack of understanding about green technologies could potentially
be a cost barrier.
Extant literature comprehensively explores various dimensions of green practices related to EVs. A critical
research gap persists regarding the empirical validation of specific EV attributes that directly influence user
perception of green transportation. This includes factors like knowledge of green transportation, user awareness
and the cost of green transportation in Figure 1. This study aims to bridge this gap by proposing the following
three hypotheses that factors influencing green EV usage intentions significantly impact user perception of green
transportation. Accordingly, posit the following hypotheses:
• H1: Knowledge has a significant positive relationship with green transportation.
• H2: Awareness has a significant positive relationship with green transportation.
• H3: Cost has a significant positive relationship with green transportation.
H1
H3
H2
Figure 1: The framework for the study
3. Methodology
A quantitative approach investigates factors influencing EV usage perceptions in Malaysia and Thailand. A self-
administered survey, developed through literature review and expert consultation for content validity, targets a
diverse sample in major, high-mobility cities (Bangkok, Had Yai, Kuala Lumpur, Penang) across both countries.
The two-part survey (n=140) gathers demographic information (Section A) and measures key EV perception
predictors using a 5-point Likert scale (Section B). Data analysis using SPSS version 33 will employ descriptive
statistics to summarize responses, correlation analysis to assess relationships between variables and finally,
multiple regression analysis to identify the relative influence of these factors on overall EV usage perceptions.
4. Results
Table 1 details the demographics of the 140 participants gathered using convenience sampling from Thailand
and Malaysia, both Southeast Asian countries. The sample placed slightly male (60 %), with the largest age
group being 46 and above (36 %). Racially, the majority identified as Malay/Thailand (Muslim) (46 %), followed
by Chinese/Thailand (43 %) and Indian (11 %). Most respondents were married (66 %) and nearly 39 % owned
non-green transportation. In terms of income, the highest earners (44 %) reported monthly income exceeding
RM 4000 (or the equivalent Thai Baht).
This section explores the relationships between independent variables and the dependent variable using
descriptive statistics. Survey participants rated various factors impacting their perception of green transportation.
Pearson's correlation analysis was employed to assess the correlation between the independent variables'
influence and the dependent variable. Table 2 summarizes the descriptive statistics of the variables. The mean
score for green transportation perception was 3.83 (on a scale of 1 to 5), indicating a moderate level of
perception. Similarly, the mean scores for transportation knowledge (3.91) slightly higher than awareness (3.80)
and cost perception (3.79) levels on the same scale. The Cronbach’s α for the overall scale of each factor was
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within 0.85-0.88, suggesting a very strong consistency among the items for each factor (Pllant, 2011). Table 2
reveals positive associations between all the studied variables. The regression analysis provided robust support
for the hypothesized positive influence of knowledge (β = .418, p <.001) and cost (β = -.328, p < .001) on green
transportation usage perceptions has negative association. The strongest association was observed between
green transportation and awareness (r = .852, p < .01), signifying a robust positive relationship (Hair et al.,
2010). Individuals with greater green transportation knowledge are more likely to adopt these options.
Conversely to expectations, cost perception negatively impacted usage intentions, suggesting knowledge, while
important, may not directly influence overall perception.
Table 1: Demographic profile of the Respondents (n=140)
Demographic Category Frequency Percentage (%)
Gender Male
Female
84
56
60
40
Age 18-25 y
26-35 y
36- 45 y
46 y and above
25
30
35
50
18
21
25
36
Race Malay /Thailand (Muslim)
Chinese /Thailand
Indian /others
65
60
15
46
43
11
Marital status Single
Married
48
92
34
66
Job status Public, officers and above
Owner of green transport
Owner of non-green transport
Regulatory bodies
45
35
55
5
32
25
39
4
Salary Below RM 2000 (THB)
RM 2000 (THB)-RM 4000(THB)
RM 4000(THB) and above
34
44
62
24
32
44
Table 2: Description Statistics of Variables and Correlation Matrix
Variables No of
items
Mean Standard
deviation
Cronbach’s
α
Correlation matrix
Variables KN AW CS GT
KN 5 3.91 .85 .88 KN 1.000
1.000 1.000 AW 5 3.80 .82 .87 AW .947**
CS 5 3.79 .84 .86 CS .877** .915**
GT 5 3.83 .83 .85 GT .936** .947** .818** 1.000
Note: KN-Knowledge; AW-Awareness; CS-Costs; GT-Green Transportation; **. Correlation is significant at the
0.01 level (2-tailed).
Table 3: Measurement model
Factors Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Hypothesis testing results
Β Std. Error β
Constant .214 .091 2.357 .020
KN .405 .069 .418 5.901 .000 Supported
AW .857 .085 .852 10.087 .000 Supported
CS -.324 .056 -.328 -5.798 .000 Supported
Notes: KN-Knowledge, AW-Awareness, CS- Cost, GT-Green transportation (Dependent variable): R=0.96,
Adjusted R2=.93 F=40.89, Significant=0.000
5. Discussion
The study emphasizes the potential influence of people perceptions and awareness of green transportation
(H1). To achieve widespread adoption of sustainable transportation perceptions, a multifaceted approach that
incorporates both knowledge-based initiatives and strategies addressing these practical considerations is likely
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to be most effective. While user awareness of green perception is a valuable first step, these findings suggest
that maximizing user perception requires a comprehensive approach. This means addressing factors beyond
awareness, such as psychological barriers, social influences and infrastructure availability (H2). By focusing on
a holistic strategy that tackles these additional considerations, a more favorable environment for users to
embrace green transportation options can be created. Finally, H3 revealed a negative association between cost
perceptions and user perception of green transportation options. This suggests that users who perceive green
transportation to be less affordable are more likely to view these options favorably. This finding aligns with
previous study, which posits that cost is a primary driver of consumer behavior (Shah and Yang, 2022) further
highlight the significant role of affordability in promoting environmentally friendly choices. This study suggests
that financial incentives and strategies that reduce the perceived or actual cost of green transportation options
can be highly effective in encouraging user adoption.
6. Conclusion
The study focused on Malaysia and Thailand perceptions the significance of knowledge in driving green
transportation adoption. This research contributes to the growing body of knowledge surrounding public
transportation user behaviour and the adoption of green technologies. In light of these findings, policymakers
should prioritize addressing the cost barrier associated with green transportation ownership. This could involve
implementing strategies like government subsidies, tax breaks, or financing options to make green vehicles
more affordable. Promoting public awareness and knowledge about the environmental benefits of green
transportation should be a key component of green initiatives. By tackling cost concerns and fostering
understanding, this research suggests a path towards a more sustainable future for public transportation in
Malaysia and Thailand. This could have a significant impact on environmental well-being in these regions. While
this initial analysis is based on 140 respondents focus only two countries and limit the generalizability of the
findings in the entire region. Future research will enhance the model's ability to predict across broader contexts.
Acknowledgements
The authors wish to acknowledge School of Technology Management and Logistics (STML), Universiti Utara
Malaysia (UUM) for cooperation and assistance in the field study.
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