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Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity

Maqsood Hussain Bhutto (Jyväskylä University School of Business and Economics, University of Jyväskylä, Jyväskylä, Finland)
Beenish Tariq (NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan)
Sarwar Azhar (Department of Business Administration, Sukkur IBA, Sukkur, Pakistan)
Khalid Ahmed (Department of Business Administration, Sukkur IBA, Sukkur, Pakistan)
Faiz Muhammad Khuwaja (Department of Business Administration, Sukkur IBA, Sukkur, Pakistan)
Heesup Han (College of Hospitality and Tourism Management, Sejong University, Seoul, Republic of Korea)

European Business Review

ISSN: 0955-534X

Article publication date: 3 December 2020



Today, global warming is one of the most acute challenges in the world, prominently caused by greenhouse gases. The introduction of hybrid-vehicles (HVs) is thus, one of the industrial initiatives to tackle this challenge by allowing at least some proportionate reduction in global-gas-emissions. Such initiatives like HVs have also affected the consumers’ green-purchase-intention (GPI). Hence, underpinned into the theory of planned behaviour (TPB), this study aims to analyze consumers’ response in terms of GPI for HVs, in addition to exploring the moderating-effect of price-sensitivity between independent-variables (attitude, subjective norms and perceived behavioural control) and consumers’ GPI for HVs.


The data was collected from 266 automobile-consumers with the help of questionnaires. A two-step approach was used to analyse the given hypothesis with the help of partial least squares structural equation modelling (Smart-PLS 3.2.7).


First, significant empirical-evidence was secured regarding the impact of given independent-variables (i.e. attitude, subjective norms and perceived behaviour control) on consumer’s GPI for HVs. Second, the empirical-evidence for the moderating effect of price-sensitivity onto the association between given independent-variables (except for the perceived-behavioural-control) and the consumers’ GPI for HVs, also turned out to be quite substantial in this study.


In-line-with the TPB, this study extends the existing body of literature regarding consumers’ GPI as it was significantly contingent to the given independent variables of the study, whereby, the price-sensitivity has been recognized as a key moderator particularly in the context of developing countries such as Pakistan. The present study thus provides in depth-insights to guide automobile manufacturers and marketers to redefine their pricing strategies to further strengthen the consumer’s GPI for HVs within certain socio-contextual setup. Automobile establishments should thus, invest in HVs’ adoption that serves both the eco-system (particularly human-well-being) and sustainable-organizational-growth.



The authors received no financial support for this paper.


Bhutto, M.H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F.M. and Han, H. (2020), "Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity", European Business Review, Vol. ahead-of-print No. ahead-of-print.



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