<![CDATA[Electric motorcycles offer an environmentally friendly solution for mobility. However, the adoption rate of electric motorcycles in Indonesia remains relatively low. Millennials play a strategic role in supporting environmental sustainability through environmentally friendly consumption behavior. This study employs the Extended Theory of Planned Behavior to explain and predict individuals’ intentions to adopt electric motorcycle purchasing behavior. The purpose of this study is to identify and analyze the effects of environmental awareness, attitude, subjective norms, perceived behavioral control, perceived value, and reasonable price on millennials’ purchase intention toward electric motorcycles. This quantitative study collected data through a questionnaire involving 245 respondents aged 29 to 44 years across Indonesia. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) to address the research objectives. The results indicate that environmental awareness has a significant effect on attitude and perceived behavioral control. Perceived behavioral control, reasonable price, and perceived value have significant effects on purchase intention, whereas attitude and subjective normss do not significantly affect millennials’ purchase intention toward electric motorcycles. These findings suggest that practical and perceived price factors play a more dominant role in shaping purchase intention toward electric motorcycles than attitudinal and social factors.]]>
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