Integrating the norm of activation model and the theory of planned behaviour in predicting consumers’ purchase intention of hybrid cars: the moderating role of environmental knowledge / Nurul Syafiqah Tanwir

Environmental problem becomes a critical and significant issue nowadays, where
humans are among one of the biggest contributors driving towards this phenomenon.
The issue of environmental problem mainly global warming that led by air pollution
which contributed by the emission of carbon dioxide by road transportations is
worrying. Conventional cars are the most dominant road transportation that contributes
towards carbon dioxide emissions which eventually lead to global warming issue. Thus,
hybrid cars are deemed to be the best mechanism to alternate the usage of conventional
cars where the advanced technology used in hybrid cars are accounted to lesser the
carbon dioxide emissions. Therefore, this research is carried out to underline the
determinants that influencing individuals’ intention in purchasing green product in the
context of hybrid car purchase intention. This research provides significance both in the
perspectives of practical and theoretical contributions. By integrating the Norm of
Activation Model and the Theory of Planned Behaviour, the research constructs were
tested accordingly for the purpose of answering the research questions of this study.
Moderator variable known as Environmental Knowledge was examined to bridge the
inconsistencies of findings found from the previous research pertaining to the predictors
towards hybrid cars purchase intention among individuals in Malaysian perspective,
specifically those who residing in Klang Valley’s. Under the literature review, a
systematic meta study from the year of 2010 to 2017 were conducted in order to get a
systematic insight of study that contributes towards green purchase intention among
individuals. To ensure the objectives of the study are achieved, quantitative method of
research were conducted accordingly. Stipulated group of individuals were sampled to
represent the research. Data of the research were analysed using Statistical Package for
the Social Sciences (SPSS). Multiple regression analysis and moderated regression
analysis were used in order to analyse the data. The results indicate that individuals’
purchase intention of hybrid cars in Klang Valley are influenced by the value of their
perceived environmental responsibility and perceived behavioural control, while
environmental knowledge moderates the relationship between perceived green value
and hybrid cars’ purchase intention.