Pengaruh Environmental Concern Terhadap Electric Vehicle Adoption

Septian Wahyudi, Syafaruddin Z, Abdul Munir

Abstract


This study aims to analyze the influence of environmental concern on purchase intention toward electric vehicles (EVs) from marketing and environmental perspectives. The study is based on the Value-Belief-Norm (VBN) Theory, which explains that individuals with higher environmental awareness tend to engage in pro-environmental behavior, including the intention to adopt environmentally friendly products. A quantitative approach was employed using purposive sampling techniques with a total of 90 respondents who were familiar with electric vehicles and environmental issues. Data were analyzed using regression analysis. The results indicate that environmental concern has a positive and significant effect on purchase intention toward electric vehicles. The hypothesis testing shows a t-value of 5.466, which is higher than the t-table value of 1.987, with a significance value of 0.000 < 0.05. These findings demonstrate that individuals with higher environmental concern are more likely to have stronger intentions to purchase electric vehicles. However, the coefficient of determination (R Square) value of 0.253 indicates that environmental concern explains 25.3% of the variance in purchase intention, while the remaining percentage is influenced by other factors such as price, infrastructure, technology, and perceived performance. This study contributes to the development of green marketing and sustainable consumer behavior literature by emphasizing the importance of environmental awareness in encouraging electric vehicle adoption. The findings also provide practical implications for companies and policymakers in promoting environmentally friendly transportation


Keywords


Environmental Concern; Purchase Intention; Electric Vehicle Adoption; Green Marketing; VBN Theory

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References


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DOI: https://doi.org/10.52364/synergy.v6i2.98

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