PENGARUH GREEN MARKETING TERHADAP PURCHASING BEHAVIOUR PEMBELI MOBIL LISTRIK
DOI:
https://doi.org/10.47200/jcob.v10i1.3590Keywords:
environmental concern, attitude,, subjective norm, , perceived behavioral contro, intention to adopt sustainable electric vehicleAbstract
Penelitian ini menganalisis pengaruh kepedulian lingkungan terhadap niat adopsi kendaraan listrik berkelanjutan dengan kerangka Theory of Planned Behavior (TPB) yang membahas. Pendekatan kuantitatif dengan desain kausal digunakan melalui kuesioner kepada 300 responden di Indonesia, dianalisis dengan PLS-SEM menggunakan SmartPLS. Hasil menunjukkan kepedulian lingkungan berpengaruh positif dan signifikan terhadap norma subjektif, sikap, kontrol perilaku yang dirasakan, serta langsung terhadap niat penggunaan kendaraan listrik. Selain itu, ketiga variabel TPB juga berpengaruh positif terhadap niat tersebut. Temuan menekankan pentingnya kepedulian terhadap lingkungan, sikap positif, dukungan sosial, dan persepsi kemampuan dalam mendorong adopsi kendaraan listrik. Implikasinya, perusahaan dan pemerintah perlu meningkatkan edukasi, komunikasi manfaat lingkungan, serta menyediakan infrastruktur dan pendukung kebijakan.
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