The moderation effect of governmental policies on hybrid car purchase intention

Abstract

Malaysia continues to face environmental problems caused by rapid development and urbanization. The environmental issues have induced automotive industries to produce more environmental friendly vehicle that will reduce the damage to the ecosystem. The objective of this study is to examine the relationship between independent variables including fuel efficiency, price, sales promotion and gasoline price with purchase intention in Johor Bahru which is the second largest city in Malaysia. The finding of the study enables to educate the vehicle manufacturers in the field of consumer purchase intention toward hybrid car. In addition, this study also explores the moderation effect of government policies on the relationship between independent variables and hybrid car buying intention. The questionnaires will be distributed to 400 respondents who live in Johor Bahru. SPSS version 20 and AMOS version 18 will be used to analyze the collected information.