A Study on Hybrid Car Purchasing Intention
Mohammad Mehdi Neizari, Ashkan Nikandish & Behrang Samadi

Abstract
The protection of the environment has become one of the main challenges nowadays. Due to the globalization and expansion of industries, the natural environment and resources are facing serious threats, such as climate change, global warming, and air pollution. Maintaining our natural environment safely is one of the most important challenges of the century. Consumers are becoming aware of the environmental issues and know their impact on the surrounding environment. Green marketing is a concept, which although developed initially in developed countries, such as the USA and Japan, it has become more popular in other parts of the world. The automobile industry is one of the main culpritsfor the worsening environmental issues. The amount of CO2 emitted from cars has a major influence on climate change and air pollution. Hence, it is essential to motivate customers to purchase green products, such as hybrid cars. This study considered four main factors that affect the purchasing intention of a hybrid cars– price sensitivity, environmental awareness, green perceived value and green trust. A quantitative survey was given to 380 respondents in universities in Malaysia. The data were subjected to statistical analyses with SPSS. Multiple linear regression was used to analyze the influence of the four factors on the intention to purchase a hybrid car. The results show that price sensitivity and green trust have a significant impact on hybrid car purchasing intention while there is no such impact from green perceived value and environmental awareness.

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