The Effects of Environmental Awareness and Green Marketing on Electric Vehicle Purchase Intention Among Millennials

Abstract

The increasing attention to climate change and sustainability issues is driving the development of electric vehicles as a more environmentally friendly transportation alternative. However, the adoption rate of electric vehicles in Indonesia still faces various challenges, so it is necessary to understand the factors that can shape consumer purchase intentions. This study aims to analyze the role of environmental awareness and the green marketing mix in shaping the purchase intention of millennials regarding electric vehicles in Jakarta. This study uses a quantitative approach with a purposive sampling technique by distributing questionnaires to 180 millennial respondents in Jakarta. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that all proposed hypotheses are acceptable. Environmental awareness is the most dominant factor in shaping purchase intentions. In addition, the green marketing mix also contributes to shaping purchase intentions, although green price has the lowest contribution compared to other variables. These findings indicate that millennials not only consider the price aspect, but also pay more attention to environmental benefits, product characteristics, ease of access to infrastructure, and the effectiveness of green marketing communications before developing the intention to own an electric vehicle. This research offers practical implications for electric vehicle manufacturers and stakeholders in designing integrated green marketing strategies through increased environmental education, sustainable product development, and the provision of supporting infrastructure. Future research is recommended to expand the scope of the study, involve a wider range of respondent characteristics, and add other relevant variables to gain a more comprehensive understanding of purchase intentions for electric vehicles