Hybrid electric vehicles and sustainable development: A mixed-method analysis

The present study's objective is to determine the explanations (in favour and against) behind the attitude and intention of Generation-Z customers to adopt hybrid electric vehicles (HEVs). The research has adopted a mixed-methods design to explore and recognise the context-defined explanations (in favour and against) for HEV adoption and the moderating influence of sustainability consciousness grounded on behavioural reasoning theory. Initially, a qualitative approach was employed, followed by a survey-based quantitative approach. The hypothesised model was verified with 562 respondents employing partial-least square structural equation modelling. The results support those reasons for and against HEV adoption, which are predicted by values (terminal and instrumental) that significantly determine the attitudes and intentions of Generation-Z consumers. Both 'reasons for' (e.g., perceived marketplace influence, incentive policy, financial benefits, and ascribed responsibility) and 'reasons against' (charging infrastructure, price sensitivity, safety concerns, and driving range) affect attitude and intention to adopt HEVs. Given the rising sustainability consciousness among young consumers, the study is a pioneering attempt to explore and identify 'reasons for' and 'reasons against' HEV adoption, operationalising Rokeach's (1973) values (instrumental and terminal) in an emerging market milieu. Based on the findings, the research provides noteworthy theoretical and managerial contributions.