Factors In Influencing Individual’s Purchase Intention Towards Green Cars

Chua, Kah Ying (2019) Factors In Influencing Individual’s Purchase Intention Towards Green Cars. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The aim of this research is to examine factors in influencing individual’s purchase intention towards green cars. In today’s global warming is rapidly growing day by day, Malaysians are currently facing critical environmental issues and challenges. Ajzen and Fishbein (2009) developed the Reasoned Action Approach (RAA) has been successfully applied to a wide range of behaviors. In this research, investigations focus on the relationship between the independent variables (experiential attitude, instrumental attitude, subjective injunctive norm, subjective descriptive norm, perceived capacity and perceived autonomy), mediator (purchase intention) and dependent variable (behavior). Primary data were collected through survey questionnaire with 300 respondents. Subsequently through the Statistical Package for Social Science (SPSS) version 23 to perform the analyses the results are discussed in the form of table and chart. Hence, the relationship among the independent variables, mediator, and dependent variable could be explained. All the variables tested are significant and normative element is more significantly influencing behavior. Lastly, managerial implications and theoretical implications have been discussed. At the end of the research, the limitations and recommendation will be addressed and presented

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