In this study the concept of customer value was applied in order to attract potential buyers to purchase eco-cars,
which are in the infancy stage in Thailand. Adult visitors at the Motor Expo Exhibition were interviewed. The result
from the multiple regression analysis of the entire sample revealed that the value of social wellbeing and the value of
self-expression were the positive motivators for buying eco-cars. Females’ interest in purchasing eco-cars concerned
the value of social well-being and additionally the value of self-expression, whereas the value of social well-being was
the sole motivator of eco-car buying for males. A comparison of means by using an independent sample t-test indicated
that women were more likely to buy eco-cars for their next purchase than men, and this was due to the reason that
women hold the two mentioned values instead of just the one value mentioned with regard to males