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

Area of Science:

• Consumer Behavior
• Sustainable Transportation
• Environmental Psychology

Background:

• Generation-Z exhibits growing environmental consciousness.
• Understanding consumer attitudes towards hybrid electric vehicles (HEVs) is crucial for sustainable mobility.
• Behavioral reasoning theory provides a framework for analyzing adoption decisions.

Purpose of the Study:

• To identify factors influencing Generation-Z's adoption of hybrid electric vehicles (HEVs).
• To explore reasons for and against HEV adoption among young consumers.
• To examine the role of sustainability consciousness and values in HEV adoption intentions.

Main Methods:

• Mixed-methods research design combining qualitative exploration and quantitative surveys.
• Survey data collected from 562 respondents.
• Partial-least square structural equation modeling used for hypothesis testing.

Main Results:

• Values (terminal and instrumental) significantly predict attitudes and intentions towards HEV adoption.
• Reasons favoring HEV adoption include marketplace influence, incentives, financial benefits, and responsibility.
• Reasons against HEV adoption include charging infrastructure, price, safety concerns, and driving range.

Conclusions:

• Consumer values are key drivers of HEV adoption intentions in Generation-Z.
• Addressing concerns like charging infrastructure and price is vital for promoting HEV uptake.
• The study offers theoretical and managerial insights into sustainable consumer behavior in emerging markets.