Customers' reflections on the intention to purchase hybrid cars: An empirical study from Malaysia

초록

Global warming due to the impact of carbon dioxide (CO2) has reached an alarming level. Road transport is primarily the most notable source of pollution in the world. With the sophistication in environmental technology, a variety of environmentally friendly products have been introduced in the market. One of them is the hybrid car; it is powered using a combination of an engine and battery. It is a promising product to control global warming. The present article attempts to identify the factors leading to hybrid car purchase intentions among Malaysian nationals. A quantitative research approach was employed and the data were collected from 121 Malaysian respondents, aged 17 years and above, and having a valid driving license. Interestingly, 116 (96%) out of 121 respondents showed intention to purchase hybrid cars provided the government waives the import and excise duty. The Theory of Planned Behaviour (TPB) and Norm Activation Theory (NAT) support the proposed conceptual research framework. The findings of this study indicate that environmental attitude and awareness of responsibility are highly correlated, found to be positively and significantly influencing on the purchase intentions of hybrid cars. In addition, social influences have a positive relationship with the purchase intention. The past experience in driving non-hybrid cars does not really moderate the relationship between independent variables and the purchase intention of hybrid cars. These findings would definitely help customers on the purchase of hybrid cars and manufactures to decide on the marketing strategies for the increased production of hybrid cars. Some of the recommendations based on the findings of the study are also discussed. © K. Jayaraman (Malaysia), Wong Wei Yun (Malaysia), Yong Won Seo (South Korea), Hye Young Joo, 2015.

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