The Importance of Consumers’ Attitudes towards Purchase Intention of Hybrid Car in Malaysia

The purpose of this study is to investigate the influence of consumer consumption values on consumers’ purchase intention with the mediating effect of consumers’ attitude as well as to examine the importance of consumers’ attitudes as mediator and dependent variable. The study has been examining the direct relationships between consumption values and consumers’ purchase intention, and indirect relationship between consumption values and consumers intention to purchase hybrid car through consumers’ attitude. From the literature, five consumption values are identifies based on theory of consumption values (i.e. functional value, symbolic value, emotional value, novelty value and conditional value). Each variable was measured using 7-point Likert-scale or interval scale. Using primary data collection method, questionnaires were distributed to consumers in Klang Valley. The data were analysed using structural equation modeling (SEM) using PLS. Functional value, conditional value and consumers’ attitudes are found to have significant relationships with consumers’ purchase intention while emotional value influence consumers’ purchase intention indirectly through the indirect consumers’ attitudes. Marketers should reconsider the marketing strategies and marketing plan based on the findings of this study. Future research should look into the factors that influence the behaviour between hybrid car user and non-hybrid car user.