LAUSR

Abstract Although hydrogen automobile has attracted increasing attention in recent years, previous studies did not extensively investigate customers' purchase intention for hydrogen automobile, as well as the factors that might affect their purchase intention. The present study therefore investigated whether customers' environmental concern and perceived social value of green buying would affect their purchase intention for hydrogen automobile. Customers' green buying behavior was included as a mediator, and their monthly income and gender were included as moderators. Data from 300 adults in China were collected. Results from structural equation modeling showed that customers’ green buying behavior fully mediated the positive association between perceived social value and purchase intention for hydrogen automobile. Further multi-group analysis found that monthly income and gender had moderating effects on the associations between some of the study variables. Based on these findings, possible explanation and practical implications were discussed.