Determinants of consumers' sustainable product preferences: Research on hybrid cars

Technological changes and developments are also evident in the automotive sector, and in parallel, consumers' environmentally conscious preferences are on the rise. This increase has made it crucial to understand the driving force behind hybrid car preferences. This study examined the impact of environmental concern, perceived risk, green consumer value, and self-image congruence on consumer attitudes, as well as the influence of these attitudes on consumer intentions. A total of 598 participants were recruited for the study. Structural Equation Modelling was employed in the data analysis using the AMOS 21.0 program. It was suggested that environmental concern, perceived risk, green consumer value, and self-image congruence influence consumer attitudes, and that the impact of these attitudes on the intention to use, specifically for hybrid cars, is also significant. The obtained results aim to contribute to the literature and practitioners by examining consumers' sustainable product preferences specifically for hybrid vehicles.