Modeling hybrid cars adoption using an extended version of the theory of planned behavior

Malaysian environmental issues produced by conventional cars have long been a subject of concern, and must be addressed by consumers' adoption of hybrid cars. As a result, the purpose of this study is to identify significant factors influencing consumers' intentions to purchase hybrid cars in Malaysia. TPB was employed as a base theory, and two supporting theories, self-identity and self-congruity, were incorporated to aid in the development of the study's framework. An online survey was developed and distributed throughout Malaysia via social media platforms, and the results were analyzed using PLS-SEM. It was revealed that consumers' high price sensitivity weakens the positive relationship between perceived behavioral control and purchase intention toward hybrid cars.