Green purchase intention: An exploratory study of the factors influencing EV adoption in Indonesia

The consumption of environmentally friendly products in Indonesia has significantly increased, particularly among Generation Z. However, the sales of electric motorcycles have not seen a corresponding rise. This study investigates the impact of green perceived value, green brand image, risk, value, and perceived usefulness on green purchase intention among potential electric motorcycle users in Indonesia. A quantitative research approach was employed, involving a total of 581 respondents. Measurement instruments were adapted from Chen & Chang for Green Perceived Value and Green Purchase Intention, Chen for Green Brand Image, and Wu et al. for Risk, Value, and Perceived Usefulness. The data were analyzed using multiple regression analyses. The regression analysis identifies Value as the primary determinant of Green Purchase Intention, with Green Perceived Value, Green Brand Image, and Perceived Usefulness also exerting significant influence. Risk has a limited impact. Collectively, the model explains 64% of the variance, highlighting the strength of value-based and environmental factors. These findings imply that enhancing these factors may increase consumers’ intention to purchase or adopt electric motorcycles in Indonesia.