Driving Sustainable Consumer Behavior: The Influence of Vehicle Performance and Total Cost Ownership on Electric Motorcycle Purchase Intention

This study examines the influence of vehicle performance and total cost ownership on consumers’ intention to purchase electric motorcycles in emerging markets, focusing on Java Island. Using a quantitative survey approach, the research analyzes how consumers’ perceptions of performance and affordability shape their attitudes and drive purchase intentions. The findings reveal that positive perceptions of performance and cost lead to favorable attitudes that encourage purchase decisions. Consumers are more likely to adopt sustainable mobility when they view electric motorcycles as efficient and economically beneficial. The study highlights the crucial role of attitude in connecting marketing factors to sustainable buying behavior. These insights contribute to the development of green marketing strategies and public policies aimed at increasing consumer acceptance of environmentally friendly transportation in developing economies.