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The environmental global issues reposition industries to produce more environmental friendly product that will reduce damages towards global environment leading to adoption of green technology including automotive industries. However, Malaysian consumers’ readiness to accept green technology embedded in vehicle need researching. Based on cost and benefit analysis, this research aims at revealing buying decision on vehicle adopting green technology testing on sample of regression is used. The study reveals that Malaysian consumers acceptance of environmental friendly products are still low, hence, this study provides future insight to the industries on consumer level of intention to purchase green technology based vehicle and how to move further in the technology is recommended.

Consumers’ Acceptance towards Green Technology in Automotive Industries in Malacca, Malaysia