This dissertation is part of requirement for the completion of the Master of Commerce in Marketing within the School of Economic and Business Science, January 2017 / The purpose of the study was to investigate the factors that influence young consumer’s acceptance of electronic cars in South Africa. A modified technology acceptance model was adopted in order to develop the research conceptual model that was used to test hypothesised relationships. The research examined the effect that perceived usefulness has on perceived trust and value. Further the relationship that potentially existed between perceived value and trust was also assessed. Lastly the effect of perceived trust, value and risk on the intention to potentially use electric cars was examined. The study was quantitative in nature whereby 380 surveys were self-administered to willing participants selected through probability sampling at the University of the Witwatersrand. To analyse research data structural equation modeling approach was adopted whereby AMOS 23 and SPSS 23 were utilised. A key finding of the study revealed that the perceived usefulness of electric cars was positively related to its perceived value and perceived trust. However it was important to note that the influence that the perceived usefulness had on perceived value was significantly greatly than that of perceived trust. The main implication of this finding was that potential customers of electric car were of the notion that if they were to purchase the vehicle it would be based more on the potential value and less on their trust. The overall finding of the study was that all proposed hypotheses were supported whereby it was clearly indicated that the youths sample had favourable attitudes towards the use of electric cars. This TAM was indeed a model that could be used to predict users’ acceptance of a new technology. The chief contribution of this study was introducing a unique approach through a modified TAM to assess youth’s potential acceptance of electronic cars. / XL2018