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

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

Abstract

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.

Citation

McLeay, F., Yoganathan, V., Osburg, V.-S., & Pandit, A. (2018). Risks and drivers of hybrid car adoption: A cross-cultural segmentation analysis. Journal of cleaner production, 189, 519-528. https://doi.org/10.1016/j.jclepro.2018.04.031

• 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
• DOI: https://doi.org/10.1016/j.jclepro.2018.04.031
• Keywords: Cross cultural comparison, Cultural dimensions, Hybrid cars, New product adoption; Risks; Environmentally friendly clean products
• Public URL: https://hull-repository.worktribe.com/output/763996
• Publisher URL: 10.1016/j.jclepro.2018.04.031
• Contract Date: Apr 4, 2018