Moderating effect of tax exemption on the relationship between social influence and purchase intention of green car in Malaysia.

Sustainable consumption is essential for humanity, achieved through the practice of sustainable lifestyles. Hence, the world must emphasise renewable resources utilisation derived from ethical consumerism. The adoption of green transportation is a catalyst for sustainable consumption. A green car in Malaysia refers to either a hybrid vehicle (HV), plug-in hybrid electric vehicle (PHEV) or electric vehicle (EV). With 90 per cent of its vehicles being fossil-fueled, Malaysia is far behind from its aspiration to adopt green transportation. Hence, proactive actions must be taken to accelerate the adoption of green cars in Malaysia. As challenges faced by Malaysia are different from other developed countries, this paper looks into the moderating effect of tax exemption on the relationship between social influence and purchase intention of green cars in Malaysia. Specifically, this paper adopted marketing as the chosen domain of study, with purchase intention as the central idea of research. It is a quantitative study based on the deductive research approach. It will be grounded within the Theory of Planned Behaviour. The sampling technique adopted would be stratified random sampling. This paper will adopt a self-constructed questionnaire as the data collection instrument. It will collect data from 400 respondents using a questionnaire and analyse it statistically, using the SPSS and SmartPLS statistical tools. [ABSTRACT FROM AUTHOR]