Pathavi, Devin and Adam, M. Riyadh Rizky and Bustaman, Yosman (2020) Analysis of Factors Affecting The Green Purchase Intention of Electric Motorcycle: Case Study of Selis. Masters thesis, Swiss German University.
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Abstract
Although Selis brand under PT.JUARA BIKE has been the pioneer of electric bicycle in Indonesia since 2011, the brand still has lack of demand on the electric motorcycle. The objective of this research is to analyze the factors affecting the green purchase intention of electric motorcycle. Some logical frameworks of this research are Subjective Norms, Aesthetic Value, Green Value, Perceived Price, and Perceived Quality. By using an online survey, a total of 300 respondents from people live in Jabodetabek region were collected. The findings showed that subjective norms, aesthetic value, green value, Perceived Price, and perceived quality influenced green purchase intention positively. The findings also revealed that green value, perceived quality and aesthetic value made the largest contribution in influencing green purchase intention among consumers. On the other hand, Perceived Price and subjective norms had a lesser significant impact on consumer intention to purchase green products.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Subjective Norms, Aesthetic Value, Green Value, Perceived Price, Perceived Quality, Green Purchase Intention |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415 Consumer Behavior |
| Divisions: | Faculty of Business Administration and Communication > Department of Business Administration |
| Depositing User: | Faisal Ifzaldi |
| Date Deposited: | 02 Nov 2020 13:49 |
| Last Modified: | 02 Nov 2020 13:49 |
| URI: | http://repository.sgu.ac.id/id/eprint/1806 |
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