Skip to main content

Research Repository

Advanced Search

Risks and drivers of hybrid car adoption: A cross-cultural segmentation analysis

McLeay, Fraser; Yoganathan, Vignesh; Osburg, Victoria-Sophie; Pandit, Ameet


Fraser McLeay

Vignesh Yoganathan

Victoria-Sophie Osburg

Ameet Pandit


Throughout the developed world, consumers are increasingly being encouraged to adopt cleaner, more eco-friendly behaviours. However, hybrid car adoption remains low, which impedes the move towards a lower carbon economy. In this paper, we examine the risks and drivers of hybrid car purchases, drawing on consumer behaviour and cultural dimensions theory to account for the heterogeneous, segmented nature of the market. As risk perceptions differ across cultures, and in order to address the lack of cross cultural research on eco-friendly cars, we focus on Australian, South Korean, and Japanese consumers. Based on a survey of 817 respondents we examine how five types of risk (social, psychological, time, financial, and network externalities) and three factors that drive purchasing behaviour (product advantages, product attractiveness, and product superiority) influence consumers perceptions of hybrid cars. Four segments of consumers are identified (pessimists, realists, optimists, and casualists) that also vary according to their environmental self-image, and underlying cultural values. Our results extend theory by incorporating self-image and cultural dimension theories into a multi-country analysis of the risks and drivers of hybrid car adoption. Our findings have practical implications in terms of marketing strategies and potential policy interventions aimed at mitigating risk perceptions and promoting the factors that drive hybrid car adoption.


McLeay, F., Yoganathan, V., Osburg, V., & Pandit, A. (2018). Risks and drivers of hybrid car adoption: A cross-cultural segmentation analysis. Journal of cleaner production, 189, 519-528.

Journal Article Type Article
Acceptance Date Apr 3, 2018
Online Publication Date Apr 4, 2018
Publication Date Jul 10, 2018
Deposit Date Apr 4, 2018
Publicly Available Date Apr 5, 2019
Print ISSN 0959-6526
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 189
Pages 519-528
Keywords Cross cultural comparison, Cultural dimensions, Hybrid cars, New product adoption; Risks; Environmentally friendly clean products
Public URL
Publisher URL 10.1016/j.jclepro.2018.04.031
Copyright Statement © 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license


You might also like

Downloadable Citations