THE CONSUMERS’ INTENTION TO ADOPT HYBRID ELECTRIC VEHICLES IN PAKISTAN; THE ROLE OF CULTURAL VALUES

Environmental sustainability, air pollution and saving natural resources has become the priority of not only government but researchers, practitioners and consumers. The growth in the transport sector uplifts the consumers' living standards but at the same time, deteriorated the environment and polluted the air especially in developing countries like Pakistan. In this regard, the development of hybrid electric vehicles enables consumers to solve their travelling problems with minimum effect on the environment. For this purpose, it becomes essential to understand consumers' intentions regarding hybrid vehicles adoption in Pakistan. Keeping this in mind, an extended model was developed based on Hofstede's cultural value and theory of planned behavior. A total of 558 responses were used for data analysis through PLS-SEM. Results suggested that seven out of eight hypotheses are accepted, and one is rejected. The possible reasons and practical implications of the results are discussed. In the final, limitations and future directions of the research are discussed.