Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge.

This research aimed to investigate the antecedents of Malaysians purchase intention of hybrid vehicles through the integration of the Norm Activation Model (NAM) and the Theory of Planned Behavior (TPB). Data was collected from vehicle owners (n = 256) across suburban areas of the Greater Kuala Lumpur and was analyzed using Partial-Least Squares Structural Equation Modelling (PLS-SEM). Specific pro-environmental factors, namely perceived green value, perceived behavioral control, and subjective norm, were found to exert a positive influence over green purchase intention. Additionally, the results show that environmental knowledge has positive moderating effects on the link between perceived green value and green purchase intention. Perceived behavioral control was shown to mediate the effects of environmental concern and responsibility on green purchase intention. The findings reinforce the current view that pro-environmental factors overcome self-interest in buyers' decision-making process. Given the limited literature integrating TPB and NAM within the hybrid vehicle market context, especially in the developing economies, the findings provide a novel perspective for future research to build on. • This study assimilates norm activation model and theory of planned behavior to elucidate green purchase intention of hybrid vehicles. • Perceived green value (PGV), perceived behavioral control (PBC) and perceived environmental responsibility (PER) positively influence the green purchase intention (GPI) of hybrid vehicles. • Environmental knowledge exerts positive contingent effects on the link between PGV and GPI. • Automotive firms may empower consumers in making well-informed ecological choices as part of their core branding strategies. [ABSTRACT FROM AUTHOR]