Drivers of Purchase Intention Toward Electric Vehicles: Extending the Theory of Consumption Values in Indonesia

Interest in electric vehicles (EVs) is rising as the world shifts toward sustainable transportation, yet consumer adoption remains highly uneven, particularly in developing countries. This study examines how five dimensions of consumption value—functional, social, emotional, novelty, and conditional—influence consumers’ purchase intention toward EVs in Indonesia, while also testing the moderating role of infrastructure readiness. Using a quantitative approach, data were collected through an online survey with purposive sampling, yielding 455 valid responses. Partial least squares structural equation modeling (PLS-SEM) was applied to assess the measurement and structural models. The results reveal that functional, social, emotional, and conditional values significantly influence consumers’ purchase intention toward EVs, whereas novelty value has no significant effect. Infrastructure readiness also significantly moderates most consumption values, with negative coefficients indicating that limited charging access and inadequate maintenance support weaken the positive impact of consumer values on EV adoption. The findings show that although consumers value performance, social image, emotional appeal, and situational factors, poor charging infrastructure hinders purchase intention toward EVs. This study contributes to EV adoption literature by integrating consumption value theory with infrastructure readiness as a moderator. The results emphasize that developing charging infrastructure, expanding service availability, and maintaining supportive government policies are critical steps for accelerating EV adoption in emerging markets.