Why people do not purchase green cars in Malaysia: The influence of consumption values on consumers' attitude towards green cars

This paper examined the roles of consumption values in the green automotive industry. Unlike previous studies, this paper added resale price, variety-seeking, and fuel prices as the new dimensions of Sheth's theory of con-sumption values. Also, this paper is one of the few studies that introduced the impact of green self-identity and self-expressive benefits in Malaysian society. All variables were measured using a 7-point Likert-scale. Three hundred and sixty-eight questionnaires were collected from the respondents in Malaysia. Partial least squares structural equation modelling (SmartPLS) was applied. Five hypotheses were tested by assessing the measure-ment and structural models. From the results, conditional value is the most significant predictor of Malaysian consumers' attitudes toward green cars, followed by functional and epistemic values. However, the symbolic value did not show a significant effect on consumers' attitudes toward green cars. The implications, limitations, and future research directions were also included.