Innovation for Business Success
Why Do People Buy Hybrid Cars?
Wan Ying Chua, Alvin Lee & Saalem Sadeque, The University of Western Australia
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 “green” 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.
Why Do People Buy Hybrid Cars?
Consumers are buying increasing numbers of environmentally friendly cars. Increasingly, many of these environmentally conscious consumers choose to purchase petrol-electric hybrid vehicles. In this category of “greener-cars”, Toyota’s Prius model is reported to be the market leader. In 2009-10, it was the best-selling car in Japan, an important leading market for automobile trends (Mick 2010). Sales of the Prius keep growing despite well-publicised quality and safety problems (Mitchell & Linebaugh 2010). In fact, the demand for petrol-electric hybrids is so strong that Toyota has introduced a second and larger Camry branded hybrid vehicle into Australia. Other car manufacturers are following with their own models, indicating that there is likely to be sustained demand for this type of light-duty passenger vehicle.
Toyota markets the Prius as an environmentally better alternative to conventional vehicles because it uses less fuel and has lower emissions. This marketing position appears to appeal to consumers who do
Wan Ying Chua, Alvin Lee & Saalem Sadeque, The University of Western Australia
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 “green” 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.
Why Do People Buy Hybrid Cars?
Consumers are buying increasing numbers of environmentally friendly cars. Increasingly, many of these environmentally conscious consumers choose to purchase petrol-electric hybrid vehicles. In this category of “greener-cars”, Toyota’s Prius model is reported to be the market leader. In 2009-10, it was the best-selling car in Japan, an important leading market for automobile trends (Mick 2010). Sales of the Prius keep growing despite well-publicised quality and safety problems (Mitchell & Linebaugh 2010). In fact, the demand for petrol-electric hybrids is so strong that Toyota has introduced a second and larger Camry branded hybrid vehicle into Australia. Other car manufacturers are following with their own models, indicating that there is likely to be sustained demand for this type of light-duty passenger vehicle.
Toyota markets the Prius as an environmentally better alternative to conventional vehicles because it uses less fuel and has lower emissions. This marketing position appears to appeal to consumers who do