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The importance of quality in a complex behavioral model dependent on the analytical: an example of adopting eco-friendly cars among young consumers in the United States

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Abstract

Environmentally friendly cars are in the spotlight because they represent a rapidly expanding segment of the automobile market and appear to be the market's future. This research explores the intention of young consumers to purchase a hybrid vehicle (HV), builds a hybrid vehicle purchasing intention model (HVPIM), and extends the theory of planned behavior. Partial least squares structural equation modeling, regression model, and an artificial neural network (ANN) model allowed for testing of the model and comparison of the methods. The results show that environmental concerns do not significantly stimulate young consumer behavior. Generation Z of the U.S. holds a contrarian view of HV products. The HVPIM effectively predicted young consumers' purchase intention of an HV. The empirical results show that self-presentation, perceived quality, and green switching intention are the key factors that affect the intention and propensity to pursue an HV. The insights gained from the model have practical implications for the government, sustainable transportation product manufacturers, and research modelers related to HV production strategies. These insights also allow better addressing of young consumers’ behaviors and characteristics.

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Authors and Affiliations

  1. Department of Management Science and Information Systems, College of Management, University of Massachusetts Boston, 100 William T. Morrissey Blvd., Boston, MA, 02125-3393, USA

    Yuchen Wang

  2. Department of Information Technology and Decision Sciences, G. Brint Ryan College of Business, University of North Texas, 1155 Union Circle #311160, Denton, TX, 76203, USA

    Victor Prybutok

  3. Department of Management and Marketing, Mike Cottrell College of Business, University of North Georgia, 3820 Mundy Mill Rd., Oakwood, GA, 30566, USA

    Lu Xu

  4. Department of Accounting & Finance, College of Business, Texas Woman’s University, 304 Administration Dr., Denton, TX, 76204, USA

    Adeela Gulzari

Authors
  1. Yuchen Wang
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  2. Adeela Gulzari
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  3. Lu Xu
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  4. Victor Prybutok
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Contributions

All authors contributed to the study's conception and design. Lu Xu: Data collection; Yuchen Wang, Adeela Gulzari, Victor Prybutok: Analysis; Yuchen Wang, Adeela Gulzari, Lu Xu, Victor Prybutok: Writing.

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Correspondence to Yuchen Wang.

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Appendix

Appendix

See Tables 9 and 10.

Table 9 Summary of independent and dependent constructs
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Table 10 Descriptive statistics of sample data
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Wang, Y., Gulzari, A., Xu, L. et al. The importance of quality in a complex behavioral model dependent on the analytical: an example of adopting eco-friendly cars among young consumers in the United States. Qual Quant (2024). https://doi.org/10.1007/s11135-024-01916-8

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  • DOI: https://doi.org/10.1007/s11135-024-01916-8

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