The purpose of the study is to determine the antecedents of consumers' purchase intention
toward hybrid car. The study examines the relationships among consumption values,
consumers' attitudes and hybrid car purchase intention. This study also examines the role of
consumers' attitudes as a mediator of hybrid car purchase intention. Five consumption
values have been identified based on theory of consumption values (ie functional value,
symbolic value, emotional value, novelty value and conditional value). Each item adopted to …