Factors Favouring Purchase Intention Of Hybrid Cars: An Empirical Study In Malaysia
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Date
2014-12
Authors
Wong, Wei Yun
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Global warming due to the impact of carbon dioxide has reached an alarming level. Primarily road transport is one of the main contributors to release carbon dioxide in the world. With the advancement of technology, variety of environmental friendly products exists in the market. One of them is the hybrid car; it is powered using combination of engine and battery. It is a promising product to control global warming. Thus, this project of work aims to identify the factors leading to hybrid car purchase intentions among Malaysian nationals. The factors that were examined in this study are environmental attitude, social influence, and awareness of responsibility while the moderating variable is the past experiences of non-hybrid car. The management namely the Theory of Planned Behaviour (TPB) and Norm Activation Theory (NAT) support the framework. Quantitative method is used and data collected from 121 respondents who are Malaysians, aged 17 years and above who have a car driving license plus not owning hybrid car. Respondent’s data were analysed using the statistical software SPSS version 22. The finding of this research indicates that environmental attitudes and awareness of responsibility are interrelated and it shows a positive relationship on the purchase intention of hybrid car. In addition, social influence also showed a positive relationship with the purchase intention of hybrid car. The past experiences moderates between independent variables and purchase intention of hybrid car. Hence, the findings are useful to determine the factors that lead to significant influence on purchase intention of hybrid cars and serve as a guide for marketers to market hybrid cars among Malaysians nationals. Finally, some limitations of this research, suggestions for future study and recommendations based on the findings are discussed.
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Keywords
Factors favouring purchase , intention of hybrid cars