Predicting the Intention to Purchase Hybrid Cars Among Taiwanese Consumers: An Application of the Theory of Planned Behavior

Abstract

The sales of hybrid-electric vehicles (hybrid cars) has seen tremendous growth since the first production Hybrid-electric vehicle, the Toyota Prius, hit the market in 1997. As consumers become more concerned with fuel prices and the state of the environment, hybrid cars have gained increasing acceptance among consumers. Although the adoption of hybrid cars in Taiwan is not nearly as high as countries such as the United States or Japan, the past few years have seen a strong increase in hybrid car sales, and more automakers are eager to introduce hybrid cars in the Taiwanese market. This research adopts the Theory of Planned Behavior to uncover the psychological factors that influence the intention to purchase hybrid cars among Taiwanese consumers. By studying potential car-buyers’ attitudes, subjective norms, and perceived behavioral control with regards to purchasing a hybrid car, this study finds that perceived behavioral control and subjective norms have a significant influence on the intention to purchase a hybrid car. Attitudes towards hybrid cars were not found to be a significant predictor of purchasing intention. Additionally, social class was tested as a moderator between perceived behavioral control and purchasing intention, but the relationship was insignificant. Overall, the Theory of Planned Behavior was able to adequately explain the intentions to purchase hybrid cars among Taiwanese consumers.