THE EFFECT OF GREEN BEHAVIOR ON GENERATION Z'S PURCHASE INTENTION FOR ELECTRIC VEHICLES

This research is motivated by the current trend of increasing interest in electric vehicles and the growing environmental concerns that have gained significant attention in recent decades. Human awareness of sustainable development has encouraged manufacturers to produce more environmentally friendly electric vehicles. This environmental consciousness also drives individuals to adopt environmentally friendly behaviour, or green behaviour. On the other hand, Generation Z is currently in the spotlight due to its significantly different behavioural patterns compared to previous generations. The aim of this study is to empirically examine the positive influence of green behaviour on the purchase intention of electric vehicles, specifically electric motorcycles, among Generation Z. The research method used is quantitative, employing surveys as the data collection method and questionnaires as the primary data collection tool. The sampling technique used is convenience sampling, with a total of 150 respondents. The analytical tool used is simple regression analysis. The results of the study indicate that green behaviour has a positive influence on Generation Z's intention to purchase electric vehicles. This is evidenced by a significance level of 0.001 < 0.05, indicating that the regression model can be used to predict the Purchase Intention variable. The R-squared value is 0.096, which means that green behaviour explains 7.6% of Generation Z's intention to purchase electric vehicles, while the remaining 92.4% is influenced by other factors not examined in this study.