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Why do people buy hybrid cars?

Chua, Wan Ying, Lee, Alvin and Sadeque, Saalem 2010, Why do people buy hybrid cars?, in Proceedings of Social Marketing Forum, University of Western Australia, Perth, Western Australia, Edith Cowan University, Churchlands, W.A., pp. 1-13.

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Title Why do people buy hybrid cars?
Author(s) Chua, Wan Ying
Lee, Alvin
Sadeque, Saalem
Conference name Social Marketing Forum (2010 : Perth, Western Australia)
Conference location Perth, Western Australia
Conference dates 13 Aug. 2010
Title of proceedings Proceedings of Social Marketing Forum, University of Western Australia, Perth, Western Australia
Editor(s) [Unknown]
Publication date 2010
Conference series Social Marketing Forum
Start page 1
End page 13
Publisher Edith Cowan University
Place of publication Churchlands, W.A.
Keyword(s) hybrid cars
vehicle evaluation
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
ISSN 1444-6359
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category L1.1 Full written paper - refereed (minor conferences)
Copyright notice ©2010, Edith Cowan University
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036231

Document type: Conference Paper
Collections: School of Management and Marketing
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