Academic journal article Global Business and Management Research: An International Journal

Intention to Purchase Safer Car: An Application of Theory of Planned Behavior

Academic journal article Global Business and Management Research: An International Journal

Intention to Purchase Safer Car: An Application of Theory of Planned Behavior

Article excerpt


Globally, Malaysia is recorded as 17th most dangerous road in 2014. It's recorded 30 fatalities from 100,000 population (The Star, 2014). The world recorded 1.25 million fatalities from road traffic crashes (WHO, 2015). In 2009, road traffic fatality recorded during that time was only 1 million people (WHO, 2009). The World Health Organization (WHO) has suggested that the workable counter measure to improve the current condition is for the vehicle sold in the country to meet minimum safety standard (WHO, 2015). In Malaysia, Motorcyclist recorded for 63% of total deaths in 2014. Meanwhile, the car occupant fatalities is deliberate as the second in the statistic after motorcyclist which recorded at 19%. Pedestrian followed by and 8% of total road fatalities.

Since 2009, the level of car safety has been elevated through regulation-based and consumer-based approach (Khairil Anwar et al., 2015). The car occupant survival in 2014 shows a result of 141 lives saves which indicated in the statistics. 1399 car occupant fatalities has been recorded in 2013 compare to only 1258 in 2014. Although it is not definite, the Malaysia Government interventions has showed some results.

Car have more flexibility to improve its safety and perseverance compare to motorcycle. Volvo has announced its vision for 2020 where no one will be killed or critically injured in a new Volvo car (VOLVO, 2014). That shows how technology has advanced and ready for future, but the problem lies on the readiness of consumer acceptance. Therefore, the study is important to understand the customer behavior in regards to their purchase intention of safe car. Nevertheless, it is the role of policy maker and product planner to offer consumer not only safe car, but affordable.

The study believes that by understanding automotive consumerism based on consumer, car manufacturer and policy makers will create new knowledge that leads to better sales for safer cars in Malaysia. Thus, this paper aims to propose a conceptual framework on the application of Theory of Planned Behavior (TPB) to predict consumer intention to purchase safer car, conduct multiple regression analysis, and present the findings.

Theoretical and Conceptual Framework

There are numerous theories addressing human behavior. One of the most widely researched models predicting behavioral intentions is Theory of Planned Behavior (TPB). It was developed based on the extension of the Theory of Reasoned Action (TRA) (Fishbein and Ajzen, 1975). The TRA is a social-psychological model which claims that a person's actual behavior in performing certain action is directly guided, as a central factor, by his or her own behavioral intention, which in turns is jointly determined by subjective norms and attitude towards the behavior (Fishbein and Ajzen, 1975).

TPB is an important social cognitive model that aims to explain variance in consumer behavior (Ajzen, 1991) and has been proven to be successful in doing so in many studies (Liao et al., 2007; Kaiser, 2006). While the TPB can be considered as the most influential theory in health psychology (Zemore and Ajzen, 2014), it has also been validated in the context of pro-environmental behavior (Whitmarsh and O'Neill, 2010). TPB has also been used to study safety related behaviors e.g. helmet use among motorcyclists (Ali et al., 2011), and occupational health-related behavior (Colemont and Van den Broucke, 2008).

In addition, previous studies have shown that TPB provides an excellent framework for identifying predictors of intention to purchase automobile related technologies e.g. autonomous (Kelkel, 2015) and environmentally friendly vehicles autonomous (Afroz et al., 2015; Hong et al., 2013; Emsenhuber, 2012; Moons and De Pelsmacker, 2012). In the context of safer car, TPB can be considered as an appropriate behavioral model to be utilized. Thus, this study proposes the conceptual framework as illustrated in Figure 1. …

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