A white conductive primer coating composition comprising (a) 100 parts by total weight of a chlorinated polyolefin resin with a chlorine content of 10 to 40 wt. % and at least one modifier resin selected from the group consisting of acrylic resins, polyester resins and polyurethane resins, (b) 5 to 50 parts by weight of a crosslinking agent, and (c) 10 to 200 parts by weight of a white conductive powder comprising white inorganic pigment particles having a tin dioxide covering layer containing tungsten; and a method of forming a multilayer coating film using the composition.