The Influence of Green Marketing, Green Brand Trust, and Environmental Awareness on the Intention to Purchase Electric Vehicles in Indonesia

Moh Naldy; Audita Nuvriasari

doi:10.55927/ajabm.v5i1.4

Authors

Moh Naldy Universitas Mercu Buana Yogyakarta
Audita Nuvriasari Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/ajabm.v5i1.4

Keywords:

Green Marketing, Green Brand Trust, Environmental Awareness, Purchase Intention, Electric Vehicle

Abstract

This study aims to analyze the influence of Green Marketing, Green Brand Trust, and Environmental Awareness on the Intention to Purchase Electric Vehicles in Indonesia. The sample in this study was 100 respondents who met the criteria as potential consumers of electric vehicles, using a non-purposive sampling method through a questionnaire.The results of the Classical Assumption Test stated that the data in this study were normally distributed and produced a regression model that was free from symptoms of multicollinearity and heteroscedasticity. The results of this study prove that: (1) Green Marketing does not have a significant effect on the Intention to Purchase Electric Vehicles in Indonesia. (2) Green Brand Trust has a positive and significant effect on the Intention to Purchase Electric Vehicles in Indonesia. (3) Environmental Awareness does not have a significant effect on the Intention to Purchase Electric Vehicles in Indonesia.

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