Abstract:

The focus of this study is on the issue of safer car, particularly involving private passenger cars in Malaysia. According to a related study, a successful regulatory intervention depends on changes in consumer behaviour towards achieving better perspective, hence accurate strategy of implementation is vital. Therefore, effectiveness of a regulatory or consumer-based approach intervention highly depends on how successful that intervention is in changing consumer behaviour. This study, therefore, aims to investigate consumer behavioural intention with regards to purchasing safer car in Malaysia. In this research, the Theory of Planned Behaviour (TPB) has been used. A quantitative approach was adapted and a survey was developed involving 500 respondents in the Klang Valley, Malaysia. Based on the Partial Least Square (PLS), results indicated that all three independent variables (Attitude, Subjective Norms and Perceived Behavioral Control) significantly influenced an individual’s behavioural intention to purchase safer car (dependent variable). Also in the findings, all three hypotheses are strongly supported with the use of TPB.