This study aimed to measure consumer purchase intention of hybrid cars in India and discussed various factors and previous studies associated with purchase intention of hybrid cars in different nations. The results serve as a reference for automobile companies planning to launch hybrid cars in the near future in India. Five different constructs were extracted from literature for measuring intention to purchase hybrid cars in India, including seeking green products information, self image effects, social value of hybrid car purchase, emissions importance, and social value of green product purchases that is associated with owning a hybrid car in India. Partial least square structural equation modeling was incorporated to establish the relationship model. The results indicate that Indian consumers showed relatively high purchase intention towards hybrid cars. Our analysis found that seeking green product information, social value of hybrid car purchase, and social value of green product purchase is positively associated with hybrid car purchase intention among Indian consumers. However, self image effects and emission importance emerge to be negatively associated with hybrid car purchase intention. Indian consumers are yet to warm up to the idea of purchasing eco friendly cars known as hybrid cars, and it takes a long time to create awareness among Indian consumers towards the advantages of accepting hybrid cars. This study would be helpful for the automobile sector to better understand the various dimensions needed for developing a positive intention towards hybrid cars.

1. Ahmad, S.N.B., & Juhdi, N. (2010). Organic food : A study on demographic characteristics and factors influencing purchase intentions among consumers in Klang Valley, Malaysia. International Journal of Business and Management, 5 (2), 105-118. DOI: <a href=http://dx.doi.org/10.5539/ijbm.v5n2p105 target="_blank">http://dx.doi.org/10.5539/ijbm.v5n2p105</a>
2. Carley, S., Krause, R. M., Lane, B. W., & Graham, J. D. (2013). Intent to purchase a plug-in electric vehicle: A survey of early impressions in large U.S. cites. Transportation Research Part D: Transport and Environment, 18, 39-45.
3. Chan, R.Y. K., & Lau, L.B. (2001). Explaining green purchasing behavior: A cross-cultural study on American and Chinese consumers. Journal of International Consumers Marketing, 14 (2 -3), 9-40.
4. Chen, Y. - S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93 (2), 307-319. DOI : 10.1007/s10551-009-0223-9
5. Chen, Y. S. (2008). The driver of green innovation and green image - Green core competence. Journal of Business Ethics, 81 (3), 531-543. DOI : 10.1007/s10551-007-9522-1
6. Chen, Y. S., Lai, S. B., & Wen, C. T. (2006). The influence of green innovation performance on corporate advantage in Taiwan. Journal of Business Ethics, 67 (4), 331- 339. DOI : 10.1007/s10551-007-9522-1
7. Clarke, G. (2004). Understanding green consumer behaviour : Book review. Journal of Consumer Behaviour, 4 (1), 73- 79. DOI: 10.1002/cb.159
8. Coad, A., Haan, P., & Woersdorfer, J. (2009). Consumer support for environmental policies: An application to purchases of green cars. Jena Economic Research Papers, Ecological Economics, 68 (7), 2078 - 2086. doi:10.1016/j.ecolecon.2009.01.015
9. Corfman, K.P. (1991). Comparability and comparison levels used in choices among consumer products. Journal of Marketing Research, 28 (3), 368-374.
10. Datt, R., & Sundharam, K. P. M. (1990). The Indian economy (70th ed.). New Delhi: S. Chand and Company Ltd.
11. Dumortier, J., Siddiki, S., Carley, S., Cisney, J., Krause, R. M., Lane, B. W., Rupp, J. A., & Graham, J. D. (2015). Effects of providing total cost of ownership information on consumers' intent to purchase a hybrid or plug-in electric vehicle. Transportation Research Part A, 72, 71-86.
12. Ericksen, M. K. (1996). Using self-congruity and ideal congruity to predict purchase intention: A European perspective. Journal of Euromarketing, 6 (1), 41-56. DOI:10.1300/J037v06n01_04
13. Heffner, R. R., Kurani, K. S., & Turrentine, T. S. (2007). Symbolism in California's early market for hybrid electric vehicles. Transportation Research Part D : Transport and Environment, 12 (6), 396-413. doi:10.1016/j.trd.2007.04.003
14. Hong, Y. H., Khan, N., & Abdullah, M. M. (2013). The determinants of hybrid vehicle adoption : Malaysia perspective. Australian Journal of Basic and Applied Sciences, 7 (8), 347-454.
15. Jamal, A., & Al-Mari, M. (2007). Exploring the effect of self-image congruence and brand preference on satisfaction : The role of expertise. Journal of Marketing Management, 23 (7/8), 613-629. DOI:10.1362/026725707X2266
16. Jayaraman, K., Ng, C.H., Stocker, K., & Kiumarsi, S. (2016). Environment concerns motivate intention to utilize free bus services : An empirical study in Malaysia. Indian Journal of Marketing, 46 (1), 8-23. DOI: 10.17010/ijom/2016/v46/i1/85740
17. Joshi, N., & Mishra, D.P. (2011). Environment friendly car : A study of consumer awareness with special reference to Maharashtra State. Information Management and Business Review, 2 (2), 92-98.
18. Karunanayake, R. K. T. & Wanninayake, W.M.C. (2015). Impact of key purchasing determinants on purchase intention of hybrid vehicle brands in Sri Lanka : An empirical study. Journal of Marketing Management, 3 (1), 40-52. DOI : <a href=http://dx.doi.org/10.15640/jmm.v3n1a4 target="_blank">http://dx.doi.org/10.15640/jmm.v3n1a4</a>
19. Khan, M., & Kar, N.C. (2009). Hybrid electric vehicles for sustainable transportation : A Canadian perspective. World Electric Vehicle Journal, 3 (3), 551-562.
20. Khandelwal, U., & Bajpai, N. (2011). A study on green advertisement and its impact on consumer purchase intention. Journal of Creative Communication, 6 (3), 259-276. doi: 10.1177/0973258613491661
21. Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed). London: Pearson Publication.
22. Krause, D. (1993). Environmental consciousness: An empirical study. Journal of Environment and Behavior, 25 (1), 126-142. doi: 10.1177/0013916593251007
23. Krejcie, R.V., & Morgan, D.W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30 (3), 607-610.
24. Kressmann, F., Sirgy, M.J., Herrmann, A., Huber, F., Huber, S., & Lee, D. - J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59 (9), 955 - 964. doi:10.1016/j.jbusres.2006.06.001
25. Kriz, M. (2009). Is Obama's goal of putting one million plug-in hybrids on the road by 2015 achievable? Retrieved from <a href=http://www.highbeam.com target="_blank">http://www.highbeam.com</a>.
26. Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520. DOI : <a href=http://dx.doi.org/10.1108/EUM0000000006155 target="_blank">http://dx.doi.org/10.1108/EUM0000000006155</a>
27. Lash, S. & Urry, J. (1994). Economies of signs and space. London: Sage Publications.
28. Lee, K. (2009). Gender differences in Hong Kong adolescent consumers green purchasing behavior. Journal of Consumer Marketing, 26 (2), 87-96. DOI : <a href=http://dx.doi.org/10.1108/07363760910940456 target="_blank">http://dx.doi.org/10.1108/07363760910940456</a>
29. Li, X., Clark, C.D., Jensen, K.L., Yen, S.T & English, B.C. (2013). Consumer purchase intentions for flexible-fuel and hybrid-electric vehicles. Transportation Research Part D, 18, 9-15.
30. Ling, C.Y. (2013). Consumers' purchase intention of green products: An investigation of the drivers and moderating variable. Elixir Marketing Management, 57A, 14503-14509.
31. McIntosh, A. (1991). The impact of environmental issues on marketing and politics in the 1990s. Journal of the Market Research Society, 33 (3), 205-217.
32. Mishra, P., & Sharma, P. (2012). Green marketing: Challenges and opportunities for business. Journal of Marketing & Communication, 8 (1), 35-41.
33. Monecke, A., & Leisch, F. (2012). semPLS: Structural equation modeling using partial least squares. Journal of Statistical Software, 48 (3), 1-32.
34. Mostafa, M.M. (2007). Gender differences in Egyptian consumers' green purchase behavior: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31 (3), 220-229. DOI: 10.1111/j.1470-6431.2006.00523.x
35. Naik, A. (2015). Top 5 hybrid/electric cars in India. NDTV. Retrieved from auto.ndtv.com
36. Nixon, H., & Saphores, J.D. (2011). Understanding household preferences for alternative-fuel vehicle technologies. Technical Report CA-MTI-11-2809. Mineta Transportation Institute, San JosT State University.
37. Oliver, J. D., & Lee, S. H. (2010). Hybrid car purchase intentions: A cross-cultural analysis. Journal of Consumer Marketing, 27 (2), 96-103. DOI : <a href=http://dx.doi.org/10.1108/07363761011027204 target="_blank">http://dx.doi.org/10.1108/07363761011027204</a>
38. Ottman, J, (1993). Green marketing: Challenges and opportunities for the new marketing age. New York: McGraw-Hill.
39. Ozaki R., & Sevastyanova, K. (2011). Going hybrid: An analysis of consumer purchase motivations. Energy Policy, 39 (5), 2217 - 2227.
40. Polonsky, M. J. (1994). Green marketing regulation in the U.S. and Australia: The Australian checklist. Greener Management International, 5 (1), 44 - 53.
41. Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12 (2), 73 - 83. DOI : <a href=http://dx.doi.org/10.1108/17515631111114877 target="_blank">http://dx.doi.org/10.1108/17515631111114877</a>
42. Ramakrishna, H. (2012). Green marketing in India: Some eco-issues. Indian Journal of Marketing, 42 (11), 5-15.
43. Rashotte, L. (2007). Social influence. The Blackwell Encyclopedia of Social Psychology, 9, 562 - 563.
44. Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of Business Research, 57(6), 671 - 677.
45. Saxena, R.P., & Khandelwal, P.K. (2010). Sustainable development through green marketing: The industry perspective. The International Journal of Environmental, Cultural, Economic and Social Sustainability, 6 (6), 59-79.
46. School of Public and Environmental Affairs, Indiana University. (2011). Plug -in electric vehicles : A practical plan for progress. Retrieved from <a href=http://www.indiana.edu/~cree/pdf/TEP%20Report.pdf target="_blank">http://www.indiana.edu/~cree/pdf/TEP%20Report.pdf</a>
47. Schuitema, G., Anable, J., Skippon, S., & Kinnear, N. (2013). The role of instrumental, hedonic and symbolic attributes in the intention to adopt electric vehicles. Transportation Research Part A Policy and Practice, 48, 39 - 49. DOI: 10.1016/j.tra.2012.10.004
48. Sinnappan, P., & Abd Rahman, A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management, 5 (3), 129-139. DOI: 10.3923/ibm.2011.129.139
49. Sirgy, J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9 (3), 287-300.
50. Soon, W.L., Seng, W.T., Luen, W. K., & Siang, J. (2013). Hybrid vehicle adoption : A conceptual study. Journal of Education and Vocational Research, 4 (6), 165-168.
51. Study shows growing consumer awareness about alternative fuel vehicles... (2011, January 7). Business Wire. Retrieved from <a href=http://www.maritz.com/en/Press-Releases/2011/Maritz Automotive-Research-Group-Study-Finds-Growing-Consumer-Awareness-Concerning-Alternative Fuels.aspx target="_blank">http://www.maritz.com/en/Press-Releases/2011/Maritz Automotive-Research-Group-Study-Finds-Growing-Consumer-Awareness-Concerning-Alternative Fuels.aspx</a>
52. Tan, M. & Teoh, H.S. (2000). Factors influencing the adoption of internet banking. Journal of Association for Information Systems, 1 (1), 1-42.
53. Tan, S.S. (2010). Factors influencing the green purchase behavior of environmental related volunteers in Penang (MBA Thesis). Universiti Sains Malaysia, Malaysia.
54. Tara, K., Singh, S., & Kumar, R. (2015). Green marketing: The new strategic imperative by firms in India. Indian Journal of Marketing, 45 (7), 19-34. DOI: 10.17010/ijom/2015/v45/i7/79926
55. Tarkianen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822. DOI : <a href=http://dx.doi.org/10.1108/00070700510629760 target="_blank">http://dx.doi.org/10.1108/00070700510629760</a>
56. Timmor, Y., & Katz-Navon, T. (2008). Being the same and different: A model explaining new product adoption. Journal of Consumer Behaviour, 7 (3), 249 - 262. DOI: 10.1002/cb.249
57. Wahid, N. A., & Abustan, I. (2009). Environmental concern: Between consumers' awareness and willingness for attitude change (MBA Thesis). Universiti Sains Malaysia, Malaysia.
58. Wong, K.K (2013). Partial least squares structural equation modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(Technical Note 1). Retrieved from <a href=http://marketing-bulletin.massey.ac.nz target="_blank">http://marketing-bulletin.massey.ac.nz</a>