Electrifying Consumer Choices: Unveiling the Road to Green Intentions and EV Adoption
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Published
30 November 2023
Keywords:
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consumer attitude, environmental concern, incentives, perceived usefulness, purchase intention
Abstract
Electric vehicles (EVs) are considered to combat environmental issues globally, including Indonesia, where transportation is believed to contribute to air pollution and greenhouse gas emissions. This study analyzed consumers’ attitudes and intentions to purchase electric vehicles in Jakarta by focusing on environmental concerns, perceived usefulness, and incentives. Descriptive quantitative data were used in this study. Data were collected from 156 respondents using a questionnaire with a purposive sampling technique and analyzed using structural equation modeling with SmartPLS. The study found that environmental concerns, perceived usefulness, and incentives positively and significantly affected consumer attitudes. Consumer attitudes mediate the relationship among perceived usefulness, incentives, and purchase intention, indicating that information about electric vehicles and incentives can shape positive consumer attitudes and lead to positive purchase intentions. However, environmental concerns only affect consumer attitudes and do not directly affect purchases. Therefore, it is recommended to better explain the benefits of electric vehicles in terms of environmental protection and cost efficiency, as well as incentive policies for purchasing electric vehicles, to influence consumer behavior and purchase intentions.
References
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Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798-812. https://doi.org/10.1108/MEQ-02-2018-0023
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Jain, N. K., Kamboj, S., Kumar, V., & Rahman, Z. (2018). Examining consumer-brand relationships on social media platforms. Marketing Intelligence & Planning, 36(1), 63-78. https://doi.org/10.1108/MIP-05-2017-0088
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Jaiswal, D., Kaushal, V., Kant, R., & Singh, P. K. (2021). Consumer adoption intention for electric vehicles: Insights and evidence from Indian sustainable transportation. Technological Forecasting and Social Change, 173, 121089. https://doi.org/10.1016/j.techfore.2021.121089
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Khotimah, F. K. H., Fahmi, I., & Hartono, S. (2022). The Antecedents of Intention to Use Telemedicine. Journal of Consumer Sciences, 7(2), 97-114. https://doi.org/10.29244/jcs.7.2.97-114
Kirmani, M. D., & Khan, M. N. (2018). Decoding willingness of Indian consumers to pay a premium on green products. South Asian Journal of Business Studies, 7(1), 73-90. https://doi.org/10.1108/SAJBS-11-2016-0091
Krishnan, V. V., & Koshy, B. I. (2021). Evaluating the factors influencing purchase intention of electric vehicles in households owning conventional vehicles. Case Studies on Transport Policy, 9(3), 1122–1129. https://doi.org/10.1016/j.cstp.2021.05.013.
Kumar, R. R., & Alok, K. (2020). Adoption of electric vehicle: A literature review and prospects for sustainability. Journal of Cleaner Production, 253, 119911. https://doi.org/10.1016/j.jclepro.2019.119911
Liao, Y. (2022). Intention of consumers to adopt electric vehicle in the post-subsidy era: evidence from China. International Journal of Sustainable Transportation, 16(7), 647–659. https://doi.org/10.1080/15568318.2021.1918297
Matubatuba, R., & De Meyer-Heydenrych, C. F. (2022). Developing an intention to use amongst non-users of the Bus Rapid Transit (BRT) System: An emerging market perspective. Research in Transportation Business & Management, 45, 100858. https://doi.org/10.1016/j.rtbm.2022.100858
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Ministry of Transportation. (2020). The government continues to encourage the use of electric cars. Retrieved from https://portal. dephub. go. id/post/read/menhu b-resmi-pakai-mobil-listrik-untukkendaraan-dinas.
Naalchi Kashi, A. (2020). Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers. Journal of Islamic Marketing, 11(6), 1389-1403. https://doi.org/10.1108/JIMA-06-2019-0120
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Policarpo, M. C., & Aguiar, E. C. (2020). How self-expressive benefits relate to buying a hybrid car as a green product. Journal of Cleaner Production, 252, 119859. https://doi.org/10.1016/j.jclepro.2019.119859.
Prayidyaningrum, S., & Djamaludin, M. D. (2016). Theory of planned behavior to analyze the intention to use the electronic money. Journal of Consumer Sciences, 1(2), 1-12. https://doi.org/10.29244/jcs.1.2.1-12
Santosa, P. I. (2018). Metode Penelitian Kuantitatif: Pengembangan Hipotesis Dan Pengujiannya Menggunakan SmartPLS. Yogyakarta: Penerbit Andi
Shanmugavel, N., & Micheal, M. (2022). Exploring the marketing related stimuli and personal innovativeness on the purchase intention of electric vehicles through Technology Acceptance Model. Cleaner Logistics and Supply Chain, 3, 100029. https://doi.org/10.1016/j.clscn.2022.100029.
Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018–1042. https://doi.org/10.1108/MD-10-2018-1092
Sholihat, S. I., & Djamaludin, M. D. (2017). The influence of knowledge, perception, and attitude toward the usage of online transportation base application among housewives. Journal of Consumer Sciences 2(2), 15. https://doi.org/10.29244/jcs.2.2.15-25.
Simamora, T. P., & Djamaludin, M. D. (2020). Analysis of intention to buy cinema e-tickets among IPB students with Theory of Planned Behavior (TPB) approach. Journal of Consumer Sciences, 5(1), 58–72. https://doi.org/10.29244/jcs.5.1.58-72
Solekah, N. A., Handriana, T., & Usman, I. (2022). millennials' deals with plastic: the effect of natural environmental orientation, environmental knowledge, and environmental concern on willingness to reduce plastic waste. Journal of Consumer Sciences, 7(2), 115-133. https://doi.org/10.29244/jcs.7.2.115-133
Solimun, A., & Fernandes, A. A. R. (2018). Metodologi Penelitian Kuantitatif Perspektif Sistem. Malang: UB Press
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing And Logistics, 32(4), 860-878. https://doi.org/10.1108/APJML-03-2019-0178
Tatlan, P., & Renhard, M. (2014). Analisis Jalur “Teori dan Aplikasi dalam Riset Bisnis”. Jakarta: Rineka Cipta.
Thi Tuyet Mai, N. (2019). An investigation into the relationship between materialism and green purchase behavior in Vietnam and Taiwan. Journal of Economics and Development, 21(2), 247-258. https://doi.org/10.1108/JED-10-2019-0044
Wang, N., Pan, H., & Zheng, W. (2017). Assessment of the incentives for electric vehicle promotion in China. Transportation Research Part A: Policy and Practice, 101, 177-189. https://doi.org/10.1016/j.tra.2017.04.037
Wang, S., Wang, J., Li, J., Wang, J., & Liang, L. (2018). Policy implications for promoting the adoption of electric vehicles: Do consumer's knowledge, perceived risk, and financial incentive policy matter? Transportation Research Part A: Policy and Practice, 117, 58-69. https://doi.org/10.1016/j.tra.2018.08.014
Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business strategy and the environment, 26(5), 626–639. https://doi.org/10.1002/bse.1942
Wu, J., Liao, H., Wang, J. W., & Chen, T. (2019). The role of environmental concern in the public acceptance of autonomous electric vehicles: A survey from China. Transportation Research Part F: Traffic Psychology and Behaviour, pp. 60, 37–46. https://doi.org/10.1016/j.trf.2018.09.029
Ye, F., Kang, W., Li, L., & Wang, Z. (2021). Why do consumers choose to buy electric vehicles? A paired data analysis of purchase intention configurations. Transportation Research Part A: Policy and Practice, 147, 14-27. https://doi.org/10.1016/j.tra.2021.02.014.
Yu, Y., Yi, W., Feng, Y., & Liu, J. (2018). Understanding the intention to use commercial bike-sharing systems: An integration of TAM and TPB. https://doi.org/10.24251/HICSS.2018.082
Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. doi: https://doi.org/10.1016/j.jclepro.2020.122053.
Al Mamun, A., Fazal, S. A., Ahmad, G. B., Yaacob, M. R. B., & Mohamad, M. R. (2018). Willingness to pay for environmentally friendly products among low-income households along coastal peninsular Malaysia. Sustainability, 10(5), 1316. https://doi.org/10.3390/su10051316
Asadi, S., Nilashi, M., Samad, S., Abdullah, R., Mahmoud, M., Alkinani, M. H., & Yadegaridehkordi, E. (2021). Factors impacting consumers’ intention toward adoption of electric vehicles in Malaysia. Journal of Cleaner Production, 282, 124474. https://doi.org/10.1016/j.jclepro.2020.124474.
Bhutto, M. H., Tariq, B., Azhar, S., Ahmed, K., Khuwaja, F. M., & Han, H. (2022). Predicting consumer purchase intention toward hybrid vehicles: testing the moderating role of price sensitivity. European Business Review, 34(1), 62-84. https://doi.org/10.1108/EBR-10-2019-0274
Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179–192. https://doi.org/10.1108/JGR-12-2017-0058
Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798-812. https://doi.org/10.1108/MEQ-02-2018-0023
Dai, Z., Wang, M., Liu, S., & Tang, L. (2020). Design and the technology acceptance model analysis of instructional mapping. Computer Applications in Engineering Education, 28(4), 892-907. https://doi.org/10.1002/cae.22261
Dutta, B., & Hwang, H. G. (2021). Consumers purchase intentions of green electric vehicles: The influence of consumers technological and environmental considerations. Sustainability, 13(21), 12025. https://doi.org/10.3390/su132112025
Ghozali, I, & Kusumadewi, K. A. (2023). Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan SmartPLS 4.0 Untuk Penelitian Empiris. 1st ed. Semarang: Yoga Pratama.
Hair Jr, J., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods. London: Routledge.
Handayani, W. (2017). Green consumerism: an eco-friendly behaviour form through the green product consumption and green marketing. Sinergi: Jurnal Ilmiah Ilmu Manajemen, 7(2), 25-29. https://doi.org/10.25139/sng.v7i2.364
Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216, 361–372. https://doi.org/10.1016/j.jclepro.2019.01.231.
Huang, X., Lin, Y., Lim, M. K., Tseng, M. L., & Zhou, F. (2021). The influence of knowledge management on adoption intention of electric vehicles: perspective on technological knowledge. Industrial Management & Data Systems, 121(7), 1481–1495. https://doi.org/10.1108/IMDS-07-2020-0411
Jain, N. K., Kamboj, S., Kumar, V., & Rahman, Z. (2018). Examining consumer-brand relationships on social media platforms. Marketing Intelligence & Planning, 36(1), 63-78. https://doi.org/10.1108/MIP-05-2017-0088
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/10.1016/j.techfore.2021.121089
Jaiswal, D., Kaushal, V., Kant, R., & Singh, P. K. (2021). Consumer adoption intention for electric vehicles: Insights and evidence from Indian sustainable transportation. Technological Forecasting and Social Change, 173, 121089. https://doi.org/10.1016/j.techfore.2021.121089
Kessler, T., & Buck, C. (2017). How digitization affects mobility and the business models of automotive OEMs. Phantom Ex Machina: Digital Disruption’s Role in Business Model Transformation, 107-118. https://doi.org/10.1007/978-3-319-44468-0_7
Khotimah, F. K. H., Fahmi, I., & Hartono, S. (2022). The Antecedents of Intention to Use Telemedicine. Journal of Consumer Sciences, 7(2), 97-114. https://doi.org/10.29244/jcs.7.2.97-114
Kirmani, M. D., & Khan, M. N. (2018). Decoding willingness of Indian consumers to pay a premium on green products. South Asian Journal of Business Studies, 7(1), 73-90. https://doi.org/10.1108/SAJBS-11-2016-0091
Krishnan, V. V., & Koshy, B. I. (2021). Evaluating the factors influencing purchase intention of electric vehicles in households owning conventional vehicles. Case Studies on Transport Policy, 9(3), 1122–1129. https://doi.org/10.1016/j.cstp.2021.05.013.
Kumar, R. R., & Alok, K. (2020). Adoption of electric vehicle: A literature review and prospects for sustainability. Journal of Cleaner Production, 253, 119911. https://doi.org/10.1016/j.jclepro.2019.119911
Liao, Y. (2022). Intention of consumers to adopt electric vehicle in the post-subsidy era: evidence from China. International Journal of Sustainable Transportation, 16(7), 647–659. https://doi.org/10.1080/15568318.2021.1918297
Matubatuba, R., & De Meyer-Heydenrych, C. F. (2022). Developing an intention to use amongst non-users of the Bus Rapid Transit (BRT) System: An emerging market perspective. Research in Transportation Business & Management, 45, 100858. https://doi.org/10.1016/j.rtbm.2022.100858
Ministry of Industry. (2021). Realizing global competitiveness, the Ministry of Industry accelerates the implementation of green industry. Retrieved from https://kemenperin.go.id/artikel/22572/Wujudkan-Daya-Saing-Global,-Kemenperin-Akselerasi-Penerapan-Industri-Hijau).
Ministry of Transportation. (2020). The government continues to encourage the use of electric cars. Retrieved from https://portal. dephub. go. id/post/read/menhu b-resmi-pakai-mobil-listrik-untukkendaraan-dinas.
Naalchi Kashi, A. (2020). Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers. Journal of Islamic Marketing, 11(6), 1389-1403. https://doi.org/10.1108/JIMA-06-2019-0120
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Policarpo, M. C., & Aguiar, E. C. (2020). How self-expressive benefits relate to buying a hybrid car as a green product. Journal of Cleaner Production, 252, 119859. https://doi.org/10.1016/j.jclepro.2019.119859.
Prayidyaningrum, S., & Djamaludin, M. D. (2016). Theory of planned behavior to analyze the intention to use the electronic money. Journal of Consumer Sciences, 1(2), 1-12. https://doi.org/10.29244/jcs.1.2.1-12
Santosa, P. I. (2018). Metode Penelitian Kuantitatif: Pengembangan Hipotesis Dan Pengujiannya Menggunakan SmartPLS. Yogyakarta: Penerbit Andi
Shanmugavel, N., & Micheal, M. (2022). Exploring the marketing related stimuli and personal innovativeness on the purchase intention of electric vehicles through Technology Acceptance Model. Cleaner Logistics and Supply Chain, 3, 100029. https://doi.org/10.1016/j.clscn.2022.100029.
Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018–1042. https://doi.org/10.1108/MD-10-2018-1092
Sholihat, S. I., & Djamaludin, M. D. (2017). The influence of knowledge, perception, and attitude toward the usage of online transportation base application among housewives. Journal of Consumer Sciences 2(2), 15. https://doi.org/10.29244/jcs.2.2.15-25.
Simamora, T. P., & Djamaludin, M. D. (2020). Analysis of intention to buy cinema e-tickets among IPB students with Theory of Planned Behavior (TPB) approach. Journal of Consumer Sciences, 5(1), 58–72. https://doi.org/10.29244/jcs.5.1.58-72
Solekah, N. A., Handriana, T., & Usman, I. (2022). millennials' deals with plastic: the effect of natural environmental orientation, environmental knowledge, and environmental concern on willingness to reduce plastic waste. Journal of Consumer Sciences, 7(2), 115-133. https://doi.org/10.29244/jcs.7.2.115-133
Solimun, A., & Fernandes, A. A. R. (2018). Metodologi Penelitian Kuantitatif Perspektif Sistem. Malang: UB Press
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing And Logistics, 32(4), 860-878. https://doi.org/10.1108/APJML-03-2019-0178
Tatlan, P., & Renhard, M. (2014). Analisis Jalur “Teori dan Aplikasi dalam Riset Bisnis”. Jakarta: Rineka Cipta.
Thi Tuyet Mai, N. (2019). An investigation into the relationship between materialism and green purchase behavior in Vietnam and Taiwan. Journal of Economics and Development, 21(2), 247-258. https://doi.org/10.1108/JED-10-2019-0044
Wang, N., Pan, H., & Zheng, W. (2017). Assessment of the incentives for electric vehicle promotion in China. Transportation Research Part A: Policy and Practice, 101, 177-189. https://doi.org/10.1016/j.tra.2017.04.037
Wang, S., Wang, J., Li, J., Wang, J., & Liang, L. (2018). Policy implications for promoting the adoption of electric vehicles: Do consumer's knowledge, perceived risk, and financial incentive policy matter? Transportation Research Part A: Policy and Practice, 117, 58-69. https://doi.org/10.1016/j.tra.2018.08.014
Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business strategy and the environment, 26(5), 626–639. https://doi.org/10.1002/bse.1942
Wu, J., Liao, H., Wang, J. W., & Chen, T. (2019). The role of environmental concern in the public acceptance of autonomous electric vehicles: A survey from China. Transportation Research Part F: Traffic Psychology and Behaviour, pp. 60, 37–46. https://doi.org/10.1016/j.trf.2018.09.029
Ye, F., Kang, W., Li, L., & Wang, Z. (2021). Why do consumers choose to buy electric vehicles? A paired data analysis of purchase intention configurations. Transportation Research Part A: Policy and Practice, 147, 14-27. https://doi.org/10.1016/j.tra.2021.02.014.
Yu, Y., Yi, W., Feng, Y., & Liu, J. (2018). Understanding the intention to use commercial bike-sharing systems: An integration of TAM and TPB. https://doi.org/10.24251/HICSS.2018.082
Authors
Alberto J., & Riza F. (2023). Electrifying Consumer Choices: Unveiling the Road to Green Intentions and EV Adoption. Journal of Consumer Sciences, 8(3), 257-276. https://doi.org/10.29244/jcs.8.3.257-276
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