A factor structure for adoption of hybrid vehicles: Differing impact on males, females and different age groups

This study assessed the validity and reliability of the scales (latent factors) that can help measure consumers' actual adoption of hybrid cars. In so doing, it verified the factor structure of a set of measured variables. It then investigated the impact of each scales' measured variables on males, females and different age groups. The findings of prior studies, even the most recent ones, are inconclusive when it comes to the perceptions of con-sumers of different age group and gender towards purchase of such vehicles. This study adopted a quantitative approach of self-administered online survey, analyzing the data using SPSS and AMOS statistical tools. A con-ceptual framework was developed, incorporating the green self-image variable of the Self-image Congruence theory to the variables of price and cost savings, knowledge, hedonic and symbolic attributes, subjective norms, and time (as a risk factor). Confirmatory factor analysis results reported subjective norms as largely impacting males, females as well as all age groups while the rest had varied effects, with the impact of hedonic and symbolic attributes not as strong as the rest, except for on females. The empirical evidence confirms the suitability of most of the measured variables of the latent factors. Future researchers can use the same measured variables of these latent factors to further this research by investigating how these influence the actual adoption of hybrid vehicles, using a structural equation model. The six variables have not been tested together, in the same manner in any other prior study, to the best of the researchers' knowledge. In addition, this study presents a number of useful practical implications and recommendations based on the impacts of each measured variable.