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Encouraging Electric Vehicle Adoption: The Influence of Green Marketing and Word of Mouth Through Consumer Trust

Author

Listed:
  • Zahara Yulia

    (Student of Management Science, Universitas Bung Hatta, Padang)

  • Sefnedi

    (Lecturer of Master of Faculty of Economics and Business, Universitas Bung Hatta, Padang)

  • Reni Yuliviona

    (Lecturer of Master of Faculty of Economics and Business, Universitas Bung Hatta, Padang)

Abstract

This study aims to analyze the effect of green marketing and word of mouth on purchase decisions, with consumer trust as a mediating variable, in the context of electric car consumers in West Sumatra Province. This study used a quantitative approach with primary data obtained through questionnaires from 134 respondents selected using cluster random sampling. Data analysis used Structural Equation Modelling (SEM) using Smart-PLS version 4. The results showed that green marketing and word of mouth did not have a significant influence on purchase decisions. However, green marketing and word of mouth had a positive and significant influence on consumer trust. Furthermore, consumer trust had a positive and significant influence on purchase decisions. In addition, the results of the study indicate that consumer trust mediates the relationship between green marketing and word of mouth on purchase decisions.

Suggested Citation

  • Zahara Yulia & Sefnedi & Reni Yuliviona, 2026. "Encouraging Electric Vehicle Adoption: The Influence of Green Marketing and Word of Mouth Through Consumer Trust," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(2), pages 3545-3560, February.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:2:p:3545-3560
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