To satisfy the global energy demand while accommodating the rapidly increasing consumption rate in its domestic market, Saudi Arabia must develop and implement fuel efficiency programs in many sectors. In the transportation sector, which is a major contributor to fuel consumption and emissions, hybrid electric vehicles (HEVs) could provide a viable solution, but they are not yet available in the Saudi market. Applying the theory of reasoned action (TRA) and an online questionnaire instrument (N = 847), this paper aims to identify the factors that could drive Saudi citizens’ intention to adopt such technology. We find that the TRA is appropriate to describe intention to adopt HEVs in the Saudi context, and that both subjective norms and attitudes are significant in explaining Saudi consumers’ intention, with subjective norms having three times as strong an effect as attitudes. The findings should be useful to relevant Saudi government officials as they develop and implement transportation-related initiatives and policies, as well as to global auto manufacturers and dealers seeking to tap into Saudi Arabia’s prospective HEV market.
