Lifestyle segmentation analysis of Indonesian consumers’ purchase intention for hydrogen fuel cell CHP systems

Indonesia’s pledge to achieve carbon neutrality by 2060 has intensified interest in decentralized clean energy technologies that suit its geographically fragmented power grid. This study investigates Indonesian household consumers’ purchase intentions for stationary hydrogen fuel cell combined heat and power (CHP) systems, a technology not yet introduced in the national market. Based on a structured survey of 682 participants and analysis through covariance-based structural equation modeling, the study examines how demand motivations, perceived product attributes, and information sources influence purchase intention. All three factors show significant and positive effects, with product features such as reliability and energy efficiency emerging as the strongest predictors. Lifestyle-based segmentation reveals differing adoption patterns. Trend-oriented consumers are motivated by innovation and symbolic value, pragmatic consumers focus on functionality and cost savings, while information-conformity consumers rely on social cues and peer influence. These findings underscore the need for differentiated communication and policy strategies. Recommendations include financial incentives, public education programs, and investment in hydrogen infrastructure to support early adoption. The study offers practical insights for accelerating clean energy transitions in emerging economies by incorporating consumer behavior into sustainable energy planning.