Determinants of Youths’ Behavioural Intention Towards Hydrogen Energy Adoption in Kuching, Sarawak: An Extended Theory of Planned Behaviour Approach

Abstract

Abstract The emergence of hydrogen energy as a key part of the global decarbonization agenda and energy transition plans has gained traction in recent years. As one of the earliest states to adopt policies promoting hydrogen development, such as the Post COVID-19 Development Strategy (PCDS 2030) and the Sarawak Hydrogen Economy Roadmap (SHER 2025), Sarawak has paved the way for hydrogen development in Malaysia. Although the state’s commitment to invest in technology and infrastructure to support hydrogen development has been promising, the successful implementation of hydrogen energy depends not only on technological development but also on public acceptance and behavioural intention (BI), particularly among youths who will become future users and decision-makers. This study therefore aims to examine the predictive relationships between attitudes (ATTI), social norms (SN), perceived behavioural control (PBC), personal norms (PN), and behavioural intention (BI) towards hydrogen energy adoption among youths in Kuching, Sarawak. A cross-sectional survey using convenience sampling was conducted among 345 youths in Kuching, Sarawak, between 13 September and 17 December 2025, and the data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that all four constructs exhibited significant positive predictive relationships with behavioural intention, with Personal Norms exhibiting the largest standardized path coefficient (β = 0.246, p < 0.001). These findings suggest the value of incorporating Personal Norms into the Theory of Planned Behaviour to enhance the understanding of behavioural intention towards hydrogen energy adoption. The study contributes to the growing body of literature on hydrogen energy adoption and offers practical insights that may assist policymakers in developing youth-focused awareness initiatives, strengthening environmental responsibility, and supporting hydrogen energy awareness and acceptance among youths in Kuching.