<![CDATA[The purpose of this study is to examine the effect of Green Brand Image, Environmental Consciousness and Sustainable Consumption Values on Green Consumer Behavior of electric car customers in Indonesia. The research method used is quantitative approach by using survey technique to respondents who are electric car users in Indonesia. A purposive sampling was used for the sampling method. Data analysis was done using multiple linear regression. The research findings revealed that Green Brand Image, Environmental Consciousness and Sustainable Consumption Values have partial and simultaneous positive and significant effect on Green Consumer Behavior. Among the three factors, the Sustainable Consumption Values had the most influence on the green consumption behavior of electric car buyers. The study results indicated that developing environment-friendly brand image, increasing public knowledge of environmental concerns, and promoting sustainable consumption ideals are important ways in enhancing Green Consumer Behavior of Indonesian society. The study’s findings should add to the green marketing and consumer behavior literature and provide insights to electric car manufacturers and regulators on how to speed up the transition to more sustainable transportation.]]>
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