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Consumers’ Sustainable Consumption of Hybrid Cars: An Application of Goal-Framing Theory in the Pakistani Market

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Abstract

The study examines the role of motivational factors required for the sustainable consumption of hybrid cars. The adoption of such cars significantly reduces the use of fossil fuel and hence, it is imperative to identify and understand which motivational factor is required to be promoted. Through convenience sampling technique a sample size of 309 hybrid car users was obtained and partial least squares-structural equation modeling (PLS-SEM) was applied to test the data for validity, reliability, and hypothesized relationships. The results supported the theory and found normative motivations as the strongest factor affecting sustainable consumption. The study discovered the importance of customers’ instrumental attributes and emotions for sustainable consumption. This study combines the motivational and personal components that must be promoted while advertising sustainable products. This is the first of its kind study using the Goal-Framing theory in the developing market settings. The study extended the concepts presented by the Goal-Framing theory (GFT). Overall, the observation of hybrid cars as sustainable products suggests that policymakers should focus on the motivational constructs independently and through the interplay in the promotional messages.

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Author information

Authors and Affiliations

  1. Department of Managemnet Sciences, DHA Suffa University, Karachi, Pakistan

    Kamran Khan

  2. College of Business Management, Institute of Business Management, Karachi, Pakistan

    Irfan Hameed

  3. Department of Business Administration, Shaheed Zulfiqar Ali Bhutto University of Law, Karachi, Pakistan

    Syed Karamatullah Hussainy & Kashif Riaz

Authors
  1. Kamran Khan
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  2. Irfan Hameed
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  3. Syed Karamatullah Hussainy
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  4. Kashif Riaz
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Correspondence to Irfan Hameed.

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Appendix A

Appendix A

Constructs

Items

Gain Motivations

[45]

Compared to a normal car, hybrid car is similar to a normal cars in most respects

Compared to a normal car, hybrid car is superior to normal cars in terms of performance

Compared to a normal car, hybrid car is cheaper option over the longer term

Hybrid cars are preferred to avoid environmental hazards

Normative motivations

[23]

I feel a strong personal obligation to use hybrid car

I am willing to put extra effort into use hybrid car

I would feel guilty if I didn’t use hybrid car

Hedonic Motivations

[45]

Compared to a regular car, I will feel [pride] buying hybrid car

Compared to a regular car, I will feel [pleasure] buying hybrid car

Compared to a regular car, I will feel [excitement] buying hybrid car

Intentions to adopt sustainable products

[12]

Over the next 1 month, I will consider buying a hybrid car

Over the next 1 month, I will consider switching to otherhybrid car

Over the next 1 month, I plan to switch to a sustainable version of the hybrid car

Self-Monitoring

[33]

Ability to modify self-presentation

Once I know what the situation calls for, it is easy for me to regulate my actions accordingly

I have found that I can adjust my behavior to meet the requirements of any situation I find myself in

I have trouble changing my behavior to suit different people and different situations

In social situations, I have the ability to alter my behavior if I feel that something else is called for

I have the ability to control the way I come across to people, depending on the impression I wish to give them

When I feel that the image I am portraying isn’t working, I can readily change to something that does

Even when it might be to my advantage, I have difficulty putting up a good front

Sensitivity to the expressive behavior of others

I can usually tell when I’ve said something inappropriate by reading it in the listener’s eyes

My powers of intuition are quite good when it comes to understanding others’ emotions and motives

If someone is lying to me, I usually know it at once from that person’s manner of expression

In conversations, I am sensitive to even the slightest change in facial expressions of the person I’m conversing with

I am often able to read people’s true emotions correctly through their eyes

I can usually tell when others consider a joke to be in bad taste, even though they may laugh convincingly

Sustainable product purchase Behavior

[31]

I often buy sustainable/hybrid products

I often buy cars that are labeled as safe for environment

I often buy cars that are not against environment

I often buy cars that contain no or fewer chemical ingredients that may affect human and environment

I often buy cars that support fair community trades

I often buy cars that use alternative fuel

When I want to buy a hybrid car, I look at the ingredients to see if it contains things that are eco-friendly

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Khan, K., Hameed, I., Hussainy, S.K. et al. Consumers’ Sustainable Consumption of Hybrid Cars: An Application of Goal-Framing Theory in the Pakistani Market. Transp. in Dev. Econ. 8, 35 (2022). https://doi.org/10.1007/s40890-022-00169-0

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