A Study On Factors Affecting Hybrid-Electric Vehicle (HEV) Adoption Intention
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Date
2014-05
Authors
Naginder Rajah
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Green technology has been gaining popularity over the years as environmentalism is becoming more popular with the adverse effects of global warming. Environmental friendly technology is being deployed more rapidly than ever into products ranging from daily household appliances to vehicles. Numerous studies have been done to show the change in consumer behavior in adopting this new technology, especially with purchasing hybrid-electric vehicles (HEV). Most of these studies done are using the Theory of Planned Behavior, which did not take into the consideration of situational factors in effecting consumers’ intention to adopt HEVs. This study fills this research gap where it considers both situational and psychological factors that would influence a consumer’s decision and their intention in purchasing. In addition, this study also looks at the effects of the government policy, given in the form of tax incentive, in influencing consumers’ decision in intending to adopt a HEV.
The study found that situational factors, financial benefits and vehicle attributes, greatly influence the decision of a potential customer positively. It also discovered that psychological needs play a significant role in a Malaysia. However, environmentalism did not influence buyers and their decision indicating that most Malaysians do not show concern for the environment and preserving it for a sustainable future. It also found that government policy did not moderate the intention of a potential consumer in adopting a HEV.
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Keywords
Hybrid-electric vehicle , adoption intention