Nowadays, switching to plug-in hybrid electric vehicles (PHEVs) is a promising way to reduce energy consumption and greenhouse gas (GHG) emissions. This research aims to explore consumers’ attitudes towards adopting PHEVs in the City of Winnipeg. The study attempts to identify social-technical factors affecting car buyers’ intention to purchase PHEVs, along with how attitudes, knowledge and experience affect preference for PHEVs. A further discussion of the Theory of Planned Behavior (TPB) will justify the linkage between attitudes, subjective norms, perceived behavioral control and purchase intentions. Questionnaires were distributed to two groups of people: an expert group familiar with or having experience with electric vehicles and a non-expert group with less knowledge about electric vehicles. Given issues of charging infrastructure and driving range, these vehicles have the potential to alter the urban landscape. Results of the study are expected to provide insight into effective public policy options and PHEV adoption/acceptance by car buyers. / February 2017