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Model Adopting Electric Motorcycle Based on Product Knowledge and Subjective Norms

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Ina Ratnasari

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

The problem of global warming requires attention and solutions to support the sustainability of life. Therefore, steps are needed to overcome the negative effects of climate change, one of which is by adopting electric motorcycles. This study aims to analyze the effect of public knowledge about green products and subjective norms on the interest in adopting them. The population in this study is Z Generation in the industrial city of Karawang, with a sample size of 224 respondents selected using a purposive sampling technique. Data analysis was carried out using the Partial Least Square method using the SmartPLS3. The results showed that product knowledge and subjective norms partially and simultaneously affect the purchase intention of electric motorcycles. This finding confirms that increasing understanding of green products and social norms can encourage interest in electric vehicles. Therefore, collaboration between the government, manufacturers, and the public is needed in education, regulation, and marketing strategies to accelerate the adoption of environmentally friendly vehicles.

Suggested Citation

  • Ina Ratnasari & Ratih Hurriyati & Heny Hendrayati, 2025. "Model Adopting Electric Motorcycle Based on Product Knowledge and Subjective Norms," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 102-110, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_13
    DOI: 10.2991/978-94-6463-817-2_13
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