1 Profiling the Market Segment of Renewable Energy (RE), Low Carbon Model Town (LCMT) and Electric Vehicle (EV) in Harnessing Malaysian Economic Transformation Model Ismi Rajiani & Edna Buyong Faculty of Technology Management & Technopreneurship Universiti Teknikal Malaysia Melaka (UTeM) Hang Tuah Jaya 76100, Durian Tunggal Melaka, Malaysia Phone: +606-283-3203, Fax: +606-283-3131 Abstract Malaysia National Green Technology Policy as one of Economic Transformation Model strategies emphasizes improvement in the area of energy, building, water & waste management and transportation. However switching to Renewable Energy (energy) and Low Carbon Model Town (building) are behavior related to sustainable energy consumption that typically recurs infrequently in an individual’s live. The same is true for purchasing Electric Vehicle (transportation), which might recur even less frequently. Consequently, the need to win new customers in these markets is high. Being able to pinpoint groups with a high potential to become new customers is therefore extremely valuable to ensure the smoothness of Economic Transformation Model. Knowing the potential customer is more difficult if there is constant flux. Therefore, we focused on development to discover trends that enable predictions of the future. We focus on personal values to characterize consumers because it has been shown that they impact purchase decisions. The data was collected via questionnaires. Personal values are assessed and value groups defined by running cluster analyses. Three stable groups are expected to be found: 1. LOHAS (those pursuing a Lifestyle of Health and Sustainability), 2. Traditionalists and 3. Career-oriented. In line with Mohr (2010), who outlined the 5 (five) diffusion of innovations: Technology Enthusiast, Visionaries, Pragmatist, Conservatives and Skeptics, the respondents who are purchasing RE, LCMT or EV are grouped according to the point in time at which they have purchased/ switched. For each time period the percentage of LOHAS, Traditionalists and Career-Oriented among those who switched/ purchased during that period is examined. This study argues that both values and age are relevant in predicting the point in time of purchase and career-oriented among users of sustainable energy solutions has continuously grows indicating that consumers beyond the eco-niche become increasingly interested in such solutions. Additionally, the age of users at the point of time of purchase are suspected to become crucial phase in determining readiness to switch/purchase. Keywords: Renewable Energy , Low Carbon Model Town ,Electric Vehicle, Value, Malaysia