Why do people buy hybrid cars?

Abstract

This article reports on the underlying dimensions used by petrol-electric hybrid and conventional car buyers when evaluating a vehicle with the intent to purchase. Buyers of conventionally fuelled vehicles reported that they considered quality and performance as the most important determinants of choice. They rated as least important, the image they derive from driving a particular car and social influence. On the other hand, petrol-electric hybrid car buyers reported that social influence and projecting a &ldquo;green&rdquo; image were most important considerations and quality and appeal were least important. These findings provide social marketers with a crucial understanding that helps in the selection of an appropriate model to promote the diffusion of eco-friendly vehicles. <br /