Eco-Driven: The Role of Green Lifestyle, Trust, and Brand Image in Forming Interest in Buying Electric Vehicles in Indonesia Andyan Pradipta Utama
Universitas Mercu Buana
Abstract
This research investigates the influence of environmentally friendly lifestyle,trust,and brand image on intention to purchase an electric vehicle (EV).The research was conducted against a backdrop of increasing global awareness of the importance of environmental sustainability and the important role of EV in reducing emissions.EV not only offer an environmentally friendly solution, but are also part of a modern, sustainable lifestyle.The penetration level of EV is still relatively low,so it requires a deeper understanding of the factors that influence purchasing interest.The research used quantitative methods by collecting questionnaire data from 100 potential EV buyers.Data were analyzed using SmartPLS to test the relationship between independent variables(green lifestyle,trust,brand image) and dependent variables(purchase interest).The findings show that an environmentally friendly lifestyle, trust and brand image have a significant influence on intention to purchase EV.The results speak to the environmental benefits of EV and build trust through positive brand reputation.This study contributes to the marketing and business strategy literature by providing insight into the key factors driving EV purchase interest in emerging markets.The practical implication of this research is to encourage the use of EV in Indonesia, EV manufacturers must focus on marketing that emphasizes sustainable values, builds consumer trust,and creates a strong brand image.
