Consumption values, consumer attitude, brand preference and intention to purchase hybrid car among Malaysian consumers

This study focuses on the determinants of hybrid car purchase intention in the Malaysian automotive industry. This study conceptualizes consumption values as a multi-dimensional construct which consists of five dimensions of values, i.e. functional value, symbolic value, emotional value, novelty value, and conditional
value. This study examines the relationships between consumption values, consumers’ attitudes toward the hybrid car, brand preference, and intention to purchase the hybrid car. This study also examines the role of attitudes toward the
hybrid car as a mediator and brand preference as a moderator of intention to purchase the hybrid car. Including both the mediating and the moderating factors in this study allows a more precise description of the relationships between all the variables mentioned and the outcome of the study. This study involves 306 respondents from the Klang Valley. Out of the 17 hypotheses tested, nine are supported. The analyses reveal positive relationships between functional value,
emotional value, and consumers’ attitudes toward the hybrid car and the intention to purchase it. Besides, a significantly positive relationship is found among functional value, emotional value and conditional value, and the consumers’ attitudes toward the hybrid car. Consumers’ attitudes toward the hybrid car mediate the relationship
between functional value, emotional value and conditional value and the intention to purchase the hybrid car. On the other hand, brand preference does not moderate the relationship between consumers’ attitudes toward the hybrid car and the intention to purchase it. The study also highlights the implications and limitations of the study as well as the suggestions for future research.