THE DETERMINANTS FOR PURCHASE INTENTION OF HYBRID CARS IN PENANG, MALAYSIA

The purpose of this research is to identify the factors influencing the purchase intention of hybrid cars among Penang consumers in Malaysia. The study was grounded by using TPB theory. A self-administered survey was carried out, and a total of 140 completed responses were obtained from consumers in Penang, Malaysia. The adopted sampling method was convenience sampling. Four hypotheses were developed, and data were analysed with the Statistical Package for the Social Sciences (SPSS) and partial least squares structural equation modelling (PLS-SEM). The result derived from the analysis revealed that perceived value and environmentalism have significant positive relationships with the purchase intention of the hybrid car. In contrast, perceived risk has a significant negative relationship with the purchase intention of a hybrid car. Surprisingly, perceived government policy has an insignificant impact on the purchase intention of hybrid cars. Limitations and suggestion for future research are presented in the final section of the article.