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.
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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