What Drives Consumer Intentions to Buy Electric Vehicles in Southeast Asia? Price, Quality, and Brand Image

This study examines consumer purchase intentions toward electric vehicles (EVs) in Southeast Asia, with a specific focus on the roles of price, perceived quality, and brand image. As EV adoption in the region remains uneven despite supportive policies and growing environmental awareness, understanding key consumer decision drivers is critical. Using a mixed-methods approach, the study integrates quantitative survey data to analyze the relationships among price perceptions, product quality, brand image, and purchase intention, alongside qualitative insights to capture consumers’ underlying attitudes and evaluations. The findings aim to contribute to the existing literature by providing region-specific evidence on how economic considerations and branding factors shape EV purchase intentions, offering practical implications for policymakers and automotive manufacturers seeking to accelerate EV market penetration in Southeast Asia.