This study focuses on the determinants of hybrid car purchase intention in the Malaysian
automotive industry. This study conceptualizes consumption values as a multi-dimensional
construct which consists of five dimensions of values, ie functional value, symbolic value,
emotional value, novelty value, and conditional value. This study examines the relationships
between consumption values, consumers' attitudes toward the hybrid car, brand preference,
and intention to purchase the hybrid car. This study also examines the role of attitudes …