Determinants of Green Innovation Purchase Behaviour: An Emerging Country Perspective

The quantitative study reported in this article applied the diffusion of innovation theory (DOI) to predict the purchase intention for plug-in hybrid electric vehicles (PHEVs). Data were collected through an online survey involving 504 individuals in Gauteng, South Africa. The multiple regression technique was applied to the DOI model to test the proposed hypotheses of the study. Results indicate that relative advantage, compatibility and observability relate positively to PHEV purchase intention, while complexity is regarded as negative in that regard. On the other hand, trialability has no positive relation to PHEV purchase intention. The findings of this study can assist producers and marketers in crafting marketing strategies that can appeal to consumers and also increase their intention to purchase of plug-in hybrid electric vehicles.