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All Journal Enrichment: Journal of Multidisciplinary Research and Development Journal of Sustainable Economic and Business
Damayanti, Nenty
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Social Sciences

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Analysis of Consumer Intentions to Avoid Purchasing Electric Motorcycle Products: An Innovation Resistance Theory Approach and the Moderating Role of Green Trust Damayanti, Nenty; Nurmahdi, Adi
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 11 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i11.616

Abstract

Electric motorcycles are promoted as an environmentally friendly transportation solution to reduce carbon emissions and support sustainable development. However, consumer resistance to purchasing electric motorcycles remains a major barrier, particularly in developing countries such as Indonesia. This study aims to analyze the effects of innovation barriers on Intention to Resist Electric Motorcycle Product Purchase, namely Usage Barrier, Value Barrier, Risk Barrier, Tradition Barrier, and Image Barrier, and to examine the moderating role of Green Trust. The study employs a quantitative approach using PLS-SEM. Data were collected from 221 respondents aged 18–56 who live or work in Jabodetabek and Yogyakarta. The findings indicate that Usage Barrier, Value Barrier, Tradition Barrier, and Image Barrier have a positive and significant effect on consumers’ intention to resist purchasing electric motorcycles, while Risk Barrier is not significant. Among all barriers, the Tradition Barrier is the most dominant factor. In addition, Green Trust is not proven to significantly moderate the relationships between the innovation barriers and the intention to resist purchase. This study extends the application of Innovation Resistance Theory (IRT) in the context of green products and offers practical recommendations for industry stakeholders to strengthen credibility and foster more positive perceptions of electric motorcycles.
Analysis of Consumer Intention to Resist Electric Motorcycles Product Purchase : an Innovation Resistance Theory Approach Damayanti, Nenty; Nurmahdi, Adi
Journal of Sustainable Economic and Business Vol. 3 No. 1 (2026): Journal of Sustainable Economic and Business (JOSEB)
Publisher : ARE Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/joseb.v3i1.316

Abstract

Objectives: Electric motorcycles have been promoted as a sustainable transportation solution; however, consumer adoption in Indonesia remains relatively limited, indicating the existence of resistance toward this innovation. This study aims to analyze the factors influencing consumers’ intention to resist electric motorcycle product purchase using the Innovation Resistance Theory (IRT) approach.Methodology: This research adopts a quantitative research approach using a survey method. Data were collected through an online questionnaire from 221 respondents selected using purposive sampling, consisting of individuals aged 18–56 years who reside or work in Jabodetabek and Yogyakarta and are familiar with electric motorcycles. The collected data were analyzed using PLS-SEM with SmartPLS 4.1.1.4 software to examine the relationships among the innovation resistance variables.Finding: The results reveal that usage barrier, value barrier, tradition barrier, and image barrier have a positive and significant effect on consumers’ intention to resist electric motorcycle product purchase, while risk barrier does not show a significant effect. Among all barriers, tradition barrier is identified as the most dominant factor contributing to consumer resistance.Conclusion: Consumer resistance toward electric motorcycle product purchase in Indonesia is mainly driven by behavioral, value-related, and perceptual barriers rather than perceived risk. The dominance of tradition barrier highlights the strong influence of habitual reliance on conventional motorcycles, indicating that efforts to accelerate adoption should prioritize behavior change strategies, value enhancement, and image improvement rather than focusing solely on technical aspects.
Co-Authors Adi Nurmahdi