Consumer preferences and policy assessment on electric vehicle adoption in Thailand
Authors:   , Manutworakit Phasiri 
Published: September 2023

Thailand faces a problem about energy consumption and air pollution because of increasing the number of consumption cars. The replacement of combustion cars with battery electric cars can help support sustainable transport and renewable energy on the green transportation in Thailand, but diffusion rates of battery electric cars are still low. Thailand requires efficient policies to increasing electric vehicles adoption. The objectives of the study are to study the current situation of EVs in Thailand, to identify factors affecting purchasing intention of BEVs in Thailand and to propose policy recommendations to stimulate BEV adoption in Thailand. This research was designed to use quantitative and qualitative approaches. The quantitative research deals with data from the demand side: car owner who are interested in adopting BEVs in Thailand. The proposed model expands the Unified Theory of Acceptance and Use of Technology (UTAUT) as the theoretical framework. Data were collected through an online questionnaire survey completed by 403 participants: 395 internal combustion cars group and 8 electric cars group in Bangkok and the vicinity and analyzed using partial least squares structural equation modeling (PLS-SEM). The sample size of electric cars group was too small, so the value of measurement model evaluation did not meet the criteria. The research was analyzed only combustion cars group. The result showed that purchase intention is significantly and positively influenced by performance expectancy, effort expectancy, social influence, hedonic motivation, and environmental concern. In contrast, purchase intention is not significantly influenced by price value. Use behavior is positively influenced by purchase intention. Facilitating conditions and policy measures do not significantly influence purchase intention and use behavior. Environmental concern does not significantly influence use behavior. Moreover, the socio-demographic variables as age, occupation, education, income, and accommodation province were found to have significant effects on purchase behavior. The qualitative research allowed a detailed exploration of the topic of interest in which information was collected through in-depth interviews from the supply side: governments, company, and independent organizations. The respondents have responsibility and role dealing EV policy measure in Thailand. This study suggests that the government choose the first priority in monetary policy measures especially exemption of car tax and electric car manufacturers should focus on improving cars and infrastructure to increase battery electric car adoption. Moreover, increase the tax on car emissions and electric car privileges should be considered as policy measures to support BEV adoption in Thailand. Example of electric car privileges are zero charging fees, reduced or zero toll fees, reduced or zero parking fees and fast lanes. However, non-monetary policy measures such as increasing the number of charging stations and raising awareness and understanding about BEVs, should complement monetary policy measures. The results of this research could be helpful in implementing a plan and improving policy to motivate the public to use BEVs in Thailand, leading to more efficient policy. Policymakers could also use the results to directly response to the needs of demand and supply.