Green Roads Ahead by Investigating the Link Between Environmental Concerns and Theory Planned Behavior in Hybrid Vehicle Adoption: Perspectives from the Philippines

Hybrid vehicles (HV) have drawn attention in recent years due to the rapid advancement in HVV technical capabilities. Despite numerous research investigations directed toward exploring the societal implications of HV integration, there remains a limit concerning the potential impact of HV adoption on environmental and theory-planned behavior. The study investigates the role of environmental concerns in Hybrid Vehicle Adoption in Manila City. The results show that environmental concerns have a significant direct impact on attitude, perceived behavioral control, and subjective norms and also have significant direct impacts on behavioral intention. The outcomes of the research can be utilized by HV dealers and HV manufacturers to develop strategies, tactics, and campaigns aimed at enhancing the acceptance and usefulness of hybrid vehicles in the Philippines. Given the demonstrated significance of all variables, forthcoming studies may explore not just the behavioral dimension but also the sustainability element of an individual within the Sustainability Theory Planned Behavior (STPB) model.