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


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.

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).

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.

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

Last updated on 2022-20-09 at 14:33