The study conducted Moh Naldy and Audita Nuvriasari is is not enough to drive the transition to green energy in Indonesia’s automotive sector, emphasizing that "Trust" is the most valuable currency for consumers.
Why
Is Adoption Still Low?
Indonesia
possesses the second-longest coastline in the world and is increasingly
vulnerable to climate change, making the shift to EVs a national priority.
However, Naldy and Nuvriasari’s research points out that low market penetration
is often rooted in consumer skepticism.
The study investigates how "Green Brand Trust" acts as the ultimate bridge between environmental awareness and the actual decision to purchase. For many Indonesians, the transition to EVs is not just about technology; it is about believing that the brand will deliver on its promises of sustainability and reliability.
Methodology:
Understanding the Indonesian Consumer.
The research team utilized a quantitative approach, analyzing data from potential EV consumers across Indonesia. By using structured questionnaires and non-purposive sampling, they examined the interplay between Green Marketing, Green Brand Trust, and Environmental Awareness. The goal was to identify which factor serves as the strongest catalyst for “Purchase Intention” in a high-stakes market like Indonesia.
Key
Findings: Trust Over Promotion
The
study revealed three groundbreaking insights for the industry:
- The Power of Green Brand Trust: This was found to be the most significant positive influence on purchase intention. Consumers are far more likely to buy an EV if they perceive the brand as honest, credible, and genuinely committed to the environment.
- Green Marketing's Limited Impact: Surprisingly, the research shows that green marketing alone does not significantly drive purchase intention. It suggests that Indonesian consumers are becoming more critical of "greenwashing" and require deeper proof of brand integrity.
- Awareness vs. Action: While environmental awareness is growing among the public, the study confirms that awareness does not automatically translate into sales without the presence of a trusted brand ecosystem.
Implications for Public Policy and Business
The
UTMJ research team (via Mercu Buana University) emphasizes that increasing EV
adoption cannot rely solely on subsidies or flashy advertisements. To move
beyond the 1.7% penetration mark, manufacturers and the government must
prioritize:
- Building long-term brand credibility and
transparency.
- Ensuring consistent quality and reliable
after-sales services for green technology.
- Strengthening the institutional trust in
the national EV infrastructure.
According to Naldy and Nuvriasari, focusing on the psychological aspect of trust will lead to more effective and inclusive adoption of sustainable mobility in Indonesia.
Author
Profiles
- Moh Naldy – Universitas Mercu Buana
Yogyakarta (Lead Researcher)
- Audita Nuvriasari – Universitas Mercu Buana Yogyakarta (Co-Author & Senior Lecturer)
Research
Source
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