Consumer attitude and purchase behavior toward hybrid and electric plug-in vehicle in Thailand

Nowadays, the number of cars on the road in Thailand is continuously growing every year. The carbon emission is arising particularly in big city such as Bangkok. People realize more about environmental concerns. There is an increasing trend of preserve environment. Using hybrid car is one of consumer’s choices to reduce air pollution and to save money in consumers’ pocket regarding to hybrid and electric plug-in car are fuel efficiency. The paper is to explore Thai consumer behavior toward hybrid car and identify Thailand market condition for hybrid car. The research was done with 100 respondents to understand their attitude and perception when purchasing vehicle. The result has portrayed many interesting consumers’ point of views about hybrid car which would be beneficial information for Thai automobile company.