A1 Journal article (refereed)
Predicting consumer purchase intention toward hybrid vehicles : testing the moderating role of price sensitivity (2022)
Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2022). Predicting consumer purchase intention toward hybrid vehicles : testing the moderating role of price sensitivity. European Business Review, 34(1), 62-84. https://doi.org/10.1108/EBR-10-2019-0274
JYU authors or editors
Publication details
All authors or editors: Bhutto, Maqsood Hussain; Tariq, Beenish; Azhar, Sarwar; Ahmed, Khalid; Khuwaja, Faiz Muhammad; Han, Heesup
Journal or series: European Business Review
ISSN: 0955-534X
eISSN: 1758-7107
Publication year: 2022
Volume: 34
Issue number: 1
Pages range: 62-84
Publisher: Emerald
Publication country: United Kingdom
Publication language: English
DOI: https://doi.org/10.1108/EBR-10-2019-0274
Publication open access: Not open
Publication channel open access:
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/74588
Abstract
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.
Keywords: consumer behaviour; purchase decisions; pricing; motor trade; automobile industry; hybrid cars; green economy
Free keywords: automobile industry; consumer purchase intention; greenhouse gases; hybrid vehicles; PLS-SEM; Theory of planned behaviour
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2022
Preliminary JUFO rating: 1
