The importance of quality in a complex behavioral model dependent on the analytical: an example of adopting eco-friendly cars among young consumers in the United States

Environmentally friendly cars are in the spotlight because they represent a rapidly expanding segment of the automobile market and appear to be the market's future. This research explores the intention of young consumers to purchase a hybrid vehicle (HV), builds a hybrid vehicle purchasing intention model (HVPIM), and extends the theory of planned behavior. Partial least squares structural equation modeling, regression model, and an artificial neural network (ANN) model allowed for testing of the model and comparison of the methods. The results show that environmental concerns do not significantly stimulate young consumer behavior. Generation Z of the U.S. holds a contrarian view of HV products. The HVPIM effectively predicted young consumers' purchase intention of an HV. The empirical results show that self-presentation, perceived quality, and green switching intention are the key factors that affect the intention and propensity to pursue an HV. The insights gained from the model have practical implications for the government, sustainable transportation product manufacturers, and research modelers related to HV production strategies. These insights also allow better addressing of young consumers’ behaviors and characteristics.