EXPLORING THE REASONS “FOR” AND “AGAINST” AMONG GENERATION Z IN PURCHASE INTENTION TOWARD ELECTRIC MOTORCYCLES
DOI:
https://doi.org/10.18623/rvd.v23.6608Palavras-chave:
Green Technology, Electric Motorcycle, Generation Z, IndonesiaResumo
This study examines the drivers and barriers that influence Generation Z's decision to purchase an electric motorcycle. The study used an exploratory qualitative approach through focus group discussions (FGDs) conducted in Yogyakarta Province, Indonesia. The findings identified reasons for and against a particular decision based on the behavioral reasoning theory (BRT) framework. The drivers are perceived ease of use, perceived usefulness, and attitudes, which align with the main dimensions of the technology acceptance model (TAM) as determinants of positive purchase intention. Conversely, the reasons against adopting the product stem from four barriers, such as risk, use, tradition, and image, that directly reduce purchase intention, which is consistent with the innovation resistance theory (IRT). The results also indicate that environmental beliefs and values play a significant role in shaping attitudes, which ultimately determine purchase behavior. The study's primary contribution is the development of a comprehensive BRT-based model that initially lacked standard variables to measure "reasons for/against." This model integrates TAM as a source of reasons for acceptance and IRT as a basis for reasons for resistance in the context of electric motorcycle adoption. Practically, these findings provide valuable input for policymakers and industry players in designing strategies to reduce consumer resistance and encourage the younger generation to adopt sustainable transportation.
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