Modeling User Intentions for Electric Vehicle Adoption in Thailand: Incorporating Multilayer Preference Heterogeneity

Thanapong Champahom, Chamroeun Se, Wimon Laphrom, Sajjakaj Jomnonkwao, Ampol Karoonsoontawong and Vatanavongs Ratanavaraha ()
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Thanapong Champahom: Department of Management, Faculty of Business Administration, Rajamangala University of Technology Isan, Nakhon Ratchasima 30000, Thailand
Chamroeun Se: School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
Wimon Laphrom: School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
Sajjakaj Jomnonkwao: School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand
Ampol Karoonsoontawong: Department of Civil Engineering, Faculty of Engineering, King Mongkut’s University of Technology Thonburi, Bangkok 10140, Thailand
Vatanavongs Ratanavaraha: School of Transportation Engineering, Institute of Engineering, Suranaree University of Technology, Nakhon Ratchasima 30000, Thailand

Logistics, 2024, vol. 8, issue 3, 1-21

Abstract: Background : The automotive industry is pivotal in advancing sustainability, with electric vehicles (EVs) essential for reducing emissions and promoting cleaner transport. This study examines the determinants of EV adoption intentions in Thailand, integrating demographic and psychographic factors from Environmental psychology and innovation diffusion theory; Methods : Data from a structured questionnaire, administered to 4003 respondents at gas stations with EV charging facilities across Thailand, were analyzed using a Correlated Mixed-Ordered Probit Model with Heterogeneity in Means (CMOPMHM); Results : Findings indicate that younger adults, particularly those aged 25–34 years old and 45–54 years old, are more likely to adopt EVs, whereas conventional or hybrid vehicle owners are less inclined. Rural residency or travel also hinders adoption. Individuals with strong environmental values and openness to new technologies are more likely to adopt EVs; Conclusions : The proposed model quantified the relative importance of these factors and uncovered heterogeneity in user preferences, offering reliable and valuable insights for policymakers, EV manufacturers, and researchers. The study suggests targeted policies and enhanced charging infrastructure, especially in rural areas, and recommends leveraging environmental values and trialability through communication campaigns and test drive events. These insights can guide the development of targeted incentives, infrastructure expansion, communication strategies, and trialability programs to effectively promote wider EV adoption in Thailand and similar markets.

Keywords: environmental psychology; innovation diffusion theory; mixed-ordered probit model; random parameter; heterogeneity in means (search for similar items in EconPapers)
JEL-codes: L8 L80 L81 L86 L87 L9 L90 L91 L92 L93 L98 L99 M1 M10 M11 M16 M19 R4 R40 R41 R49 (search for similar items in EconPapers)
Date: 2024
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