Predicting consumers' intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model

China is a major energy-consuming country and is under great pressure to improve its energy efficiency as well as reduce its carbon emissions. Hybrid electric vehicles (HEVs), as an energy-efficient transport innovation, have the potential to reduce gasoline consumption, carbon emissions and alleviate environmental problems. Diffusion of HEVs' adoption is a significant initiative. A sample of 433 respondents has been collected in China to predict the customers' intention to adopt HEVs, using an extended model of the theory of planned behavior (TPB). The empirical results show that the attitude toward HEVs, subjective norm, perceived behavioral control (the three primary elements of the TPB model) and personal moral norm partially mediate the effect of consumers' environmental concern on their intention to adopt HEVs. Consumers' environmental concern affects the adoption intention indirectly and is significantly positively related to the attitude toward HEVs, subjective norm, perceived behavioral control and personal moral norm, which in turn influence the adoption intention positively. The results confirm the appropriateness of the TPB model and verify that the extended TPB model has good explanatory power in predicting consumers' intention to adopt HEVs. Based on the empirical results, we discuss the implications for promoting the adoption of HEVs and provide suggestions for future study.