The Mediating Role of Green Trust and Moderating Price Sensitivity in the Extended Theory of Perceived Behavior on Purchase Intention of Four-Wheeled Electric Vehicles: A Study on Indonesian Society

Lukmanpuraga Adhi Pradana (University of Indonesia)

JRMSI - Jurnal Riset Manajemen Sains Indonesia
Vol. 17 No. 1 (2026): Jurnal Riset Manajemen Sains Indonesia

This study analyzes the factors that influence Indonesian consumers' intention to purchase electric vehicles (EVs) using the Extended Theory of Planned Behavior (TPB). The variables studied include Attitudes, Subjective Norms, Perceived Behavioral Control, and additional factors such as Moral Norm, Environmental Concern, and Green Trust. Based on data from 242 respondents collected through an online survey and analyzed using PLS-SEM, the results show that Indonesians have a positive and significant on purchase intention because of Attitude, Subjective Norm, Moral Norm, and Green Trust variable. Meanwhile Perceived Behavior Control and Environmental concern didn’t directly influence the EV purchase intention, but Environment Concern being indirectly influence through the Attitude, Subjective Norm, Moral Norm, and Green Trust variables. Price sensitivity being insignificant in moderating the other variables in effecting the purchase intention. These results shows that certain stakeholders in Indonesia needs to raising the knowledge of the EV to help the Indonesian society to raising their intention for buying the EV.