Impact of Marketing Strategies on the Adoption of Electric Cars and Contribution to SDG 7 in Indonesia: The Mediating Role of Consumer Awareness
FAIRUZ AZRADIA PRIYATNA

Universitas Mercu Buana

Abstract

The circumstances that facilitate and impede electric vehicle (EV) diffusion, as an illustrative case of Hyundai, due to increased environmental concern and the urgent demand of clean energy under Sustainable Development Goal 7. By relying on data that demonstrates the acute level of air pollution in Indonesia, particularly in Jakarta and South Tangerang increased by vehicular emissions, the research confirms the obvious: the world needs for universal access to affordable and modern energy services. EVs are a potentially more sustainable means of transport but have experienced challenges in their adoption as shown by the fall in Hyundai Ioniq 5 sales, as Hyundai cited delays in implementing incentives and increased pricing pressures. The role of incentives was particularly influential on consumer purchase intentions, with the financial cost and marketing communication as drivers.

Keywords: sustainability, electric vehicle, price sensitivity, marketing communication, adoption of electric cars, consumer awareness

Topic: Sustainable Business Practices in the Energy Sector