Abstract:

Malaysia National Green Technology Policy em¬phasizes improvement in the area of energy, building, water & waste management and transportation. However switching to Renewable Energy (energy), Low Carbon Model Town (building) and   purchasing Electric Vehicle (transportation) are beha¬vior related to sustainable energy consumption that typically recurs infrequently in an individual’s life. Knowing the potential customer is more difficult if there is constant flux. Therefore, we focused on development to discover trends that enable predictions of the future. We focus on personal values to characterize consumers because it has been shown that they impact purchase decisions. Personal values assessed with Schwartz’s Portrait Value Questionnaire (PVQ) mediated with three stable groups: 1. LOHAS (those pursuing a Lifestyle of Health and Sus¬tainability), 2. Traditionalists and 3. Career-oriented. By referring to 5 (five) diffusion of innovation model: the tendency of adopters who are likely purchasing those high tech green product are assessed to forecast the feasibility. Negative path to Tech¬nology Enthusiast and Visionaries denote no market. However if these two niches are found, it will become the focal point for segmenting the market. The relationship among constructs is assessed with Structural Equation Modelling on 178 samples residing in main big cities of Malaysia.