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Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity

European business review, 2022-01, Vol.34 (1), p.62-84 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2020 ;ISSN: 0955-534X ;EISSN: 1758-7107 ;DOI: 10.1108/EBR-10-2019-0274

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  • Title:
    Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity
  • Author: Bhutto, Maqsood Hussain ; Tariq, Beenish ; Azhar, Sarwar ; Ahmed, Khalid ; Khuwaja, Faiz Muhammad ; Han, Heesup
  • Subjects: Air pollution ; Automobile industry ; Carbon dioxide ; Consumer attitudes ; Consumer behavior ; Consumers ; Emissions ; Energy efficiency ; Greenhouse effect ; Greenhouse gases ; Purchase intention
  • Is Part Of: European business review, 2022-01, Vol.34 (1), p.62-84
  • Description: Purpose Today, global warming is one of the most acute challenges in the world, prominently caused by greenhouse gases. The introduction of hybrid-vehicles (HVs) is thus, one of the industrial initiatives to tackle this challenge by allowing at least some proportionate reduction in global-gas-emissions. Such initiatives like HVs have also affected the consumers’ green-purchase-intention (GPI). Hence, underpinned into the theory of planned behaviour (TPB), this study aims to analyze consumers’ response in terms of GPI for HVs, in addition to exploring the moderating-effect of price-sensitivity between independent-variables (attitude, subjective norms and perceived behavioural control) and consumers’ GPI for HVs. Design/methodology/approach The data was collected from 266 automobile-consumers with the help of questionnaires. A two-step approach was used to analyse the given hypothesis with the help of partial least squares structural equation modelling (Smart-PLS 3.2.7). Findings First, significant empirical-evidence was secured regarding the impact of given independent-variables (i.e. attitude, subjective norms and perceived behaviour control) on consumer’s GPI for HVs. Second, the empirical-evidence for the moderating effect of price-sensitivity onto the association between given independent-variables (except for the perceived-behavioural-control) and the consumers’ GPI for HVs, also turned out to be quite substantial in this study. Originality/value In-line-with the TPB, this study extends the existing body of literature regarding consumers’ GPI as it was significantly contingent to the given independent variables of the study, whereby, the price-sensitivity has been recognized as a key moderator particularly in the context of developing countries such as Pakistan. The present study thus provides in depth-insights to guide automobile manufacturers and marketers to redefine their pricing strategies to further strengthen the consumer’s GPI for HVs within certain socio-contextual setup. Automobile establishments should thus, invest in HVs’ adoption that serves both the eco-system (particularly human-well-being) and sustainable-organizational-growth.
  • Publisher: Bradford: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0955-534X
    EISSN: 1758-7107
    DOI: 10.1108/EBR-10-2019-0274
  • Source: ProQuest Central
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