Regression modelling of customers purchase intention towards green cars: an empirical study in Malaysia
by Chyh Kun Ang; Ting Ting Chong; Yong Chooi Seah; Ying Ni Soo; Phey Yi Tan
International Journal of Modelling in Operations Management (IJMOM), Vol. 6, No. 4, 2017

Abstract: Malaysians are currently facing critical environmental issues and challenges. The research objective is to investigate the correlation between functional value (price), functional value (quality), symbolic value, emotional value, epistemic value as well as conditional value and customer purchase intention (PI) towards green cars in Malaysia. We explore theory of consumption values (TCV) in vehicular context to seek ways to increase green cars consumptions. We have chosen quantitative research design and used quota sampling to select target respondents. The questionnaire is used to collect data from Generation Y at auto shows in Kuala Lumpur (KL), Johor Bharu (JB), Klang, George Town and Ipoh. These study findings show that all values except functional value (price) and social value have significant relationships with customer PI towards green cars in Malaysia. This study contributes a vital insight and thus encourages local manufacturers to produce green cars consistently to reduce air pollution in Malaysia.

Online publication date: Fri, 02-Mar-2018

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