Materialism, Altruism, Environmental Values, Learning Strategies and Sustainable Claim on Purchase Intention of Energy Efficient Vehicle (EEV) - A Literature Review

One of the toughest challenges in social marketing is behaviour intervention. Previous research have developed various models and theories to simultaneously examine behaviour changes and their effects. Due to resources scarcity and global warming, automakers have come out with an innovative idea of Energy Efficient Vehicle (EEV) which has been a great improvement in the automotive industry. This invention targets for behavioral change or behavioral adoption for consumers to adjust their preferences from conventional vehicle to EEV. High market growth in automotive industry have encouraged social marketers, policymakers, governments and academics to propose suitable intervention approach in motivating preferences toward EEV. This study will explore the causal model of Environmental Responsible Behaviour (ERB) in measuring the purchase intention of EEV in Malaysia. In specific, this study focuses on two types of EEV - hybrid car and fuel efficient car. This study will hopefully add onto the body of knowledge for value orientation that influences green behaviour. From the practical perspective, this study may provide insights in assisting the stakeholders and automotive industry players on promoting the pro-behaviour toward EEV.