Understanding Generation Y Buying Intention Toward Hybrid Car in Johor Bahru

摘要: Malaysia continues to face air pollution problems caused by rapid development and urbanization. The environmental issues have induced automotive industries produce more friendly vehicles that will reduce the damages ecosystem. main purpose of this study is propose a framework understand Generation Y buying intention toward hybrid cars in Johor Bahru, second largest city Malaysia. be carried out explore which factors including fuel efficiency, physical appearance, safety, after sales service brand name affect Y’s car decision, as well their acceptance level if compared traditional vehicles. In addition, whether demographic such gender, income education moderate relationship between influencing decision. It expected finding provide additional insight terms consumer purchase technology vehicle.