What is it about?

This study assimilates norm activation model (NAM) and theory of planned behaviour (TPB) to elucidate green purchase intention of hybrid vehicles. Perceived green value (PGV), perceived behavioural control (PBC) and perceived environmental responsibility (PER) positively influence consumers' green purchase intention (GPI) of hybrid vehicles. Meanwhile, environmental knowledge further boosts the effects of PGV on GPI among consumers.

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Why is it important?

In an emerging economy such as Malaysia -where the market share of bread-and-butter hybrid cars is insignificant, automotive firms should empower consumers in making ecological choices and incorporate green values as part of their core branding strategies. Branding strategies that reflect a deep sense of responsibility towards the environment can potentially win the hearts of ecologically conscious consumers.


I am often left bewildered pertaining to the slow progress of the local auto brands in offering affordable hybrid technologies to the masses. It's not too late for the stakeholders (government, industry, and society) to wake up, stop offering lip service (or beat around the bush), and walk the talk. It is hopeful that this article shall offer deep insight into the positive roles of environmental attitude and knowledge in shaping eco-friendly purchase behavior. It's high time for us to push aside materialistic gains and realize that environmental responsibility is a collaborative agenda. The earth -which is dying each day thanks to consumerism and pollution, is what we all have in common.

Muhammad Iskandar Hamzah
Universiti Teknologi MARA

Read the Original

This page is a summary of: Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge, Journal of Cleaner Production, January 2021, Elsevier, DOI: 10.1016/j.jclepro.2020.123643.
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