The Influence of Green Marketing, Content Marketing, and Environmental Awareness on the Purchase Decision of Honda Electric Cars in West Java

Ilusstration by AI

Cirebon– Green Marketing and Digital Content Drive Honda Electric Car Purchase Decisions in West Java. The research was conducted by Medina Rachmadini, Zico Subekti, and Rahmadi from Gunung Jati Swadaya University, Cirebon, Indonesia. The results of the study were published in the Indonesian Journal of Business Analytics (IJBA) Vol. 6 No. 1 (February 2026).

A recent study conducted by Medina Rachmadini, Zico Subekti, and Rahmadi from Gunung Jati Swadaya University, Cirebon, Indonesia, reveals that green marketing, content marketing, and environmental awareness significantly influence consumers’ decisions to purchase Honda electric cars in West Java.

Environmental Concerns Reshape Consumer Preferences

The automotive industry is undergoing major transformation driven by digital technology development, economic changes, and global climate concerns. Consumers are no longer focusing solely on price and product quality. Increasingly, they also evaluate the environmental impact of the products they purchase.

Green marketing has therefore become an important strategy for companies seeking to build consumer trust while demonstrating environmental responsibility. This approach involves environmentally friendly production processes, sustainable product development, and marketing communication that emphasizes ecological values.

At the same time, content marketing through digital platforms and social media has become a powerful tool for companies to communicate brand values and engage consumers more effectively.

According to the study, the combination of sustainable marketing strategies and environmental awareness can significantly influence consumer attitudes toward environmentally friendly products such as electric vehicles.

Declining Honda Sales Prompt Strategic Evaluation

The research also highlights a market trend that motivated the study. Data presented in the article shows that Honda car sales experienced a significant decline between 2023 and 2025.

Sales figures recorded:

2023: approximately 12,000 units
2024: approximately 6,000 units
2025: approximately 1,000 units

This decline reflects increasing competition in the electric vehicle market, particularly from emerging brands such as BYD, which have successfully attracted consumer attention with innovative technologies and strong sustainability branding.

These changing market dynamics demonstrate the importance of strengthening marketing strategies that emphasize environmental values and digital engagement.

Quantitative Study of Electric Vehicle Consumers

The research used a quantitative approach with the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method to examine the relationships among three key variables:

Green marketing
Content marketing
Environmental awareness

The study collected data through questionnaires distributed to 150 Honda electric car owners in West Java. This sample size meets the methodological requirements for PLS-SEM analysis based on the number of indicators used in the research model.

The analysis measured how these three factors influence the consumer purchase decision, which represents the final stage in the consumer decision-making process.

Content Marketing Shows the Strongest Influence

The statistical analysis revealed that all three variables significantly affect purchase decisions.

Key findings include:

Green Marketing → Purchase Decision
T-statistic: 3.762 | p-value: 0.000
Content Marketing → Purchase Decision
T-statistic: 10.448 | p-value: 0.000
Environmental Awareness → Purchase Decision
T-statistic: 3.270 | p-value: 0.001

Among the three variables, content marketing demonstrated the strongest influence on consumer purchase decisions.

The study also reports a very high R-square value of 0.915, meaning that 91.5% of the variation in consumer purchasing decisions can be explained by the combined influence of green marketing, content marketing, and environmental awareness.

Digital Engagement Strengthens Brand Relationships

The researchers emphasize that effective digital content marketing enables companies to communicate product innovations, technological advantages, and sustainability values to a wider audience.

Through social media platforms, companies can create interactive communication with consumers, strengthening brand relationships and emotional engagement.

When consumers consistently encounter informative and engaging content, they become more familiar with the brand and develop stronger trust in the company.

This process ultimately increases the likelihood of purchasing decisions.

Environmental Awareness Encourages Sustainable Choices

Another key factor influencing consumer behavior is environmental awareness.

Consumers with higher awareness of environmental issues tend to prioritize:

low-emission technologies
energy-efficient products
sustainable manufacturing practices

In the context of electric vehicles, environmentally conscious consumers are more willing to accept higher prices or other limitations because they view electric vehicles as long-term investments that support environmental sustainability.

The study also notes that environmentally aware consumers are more likely to share their experiences and promote environmentally friendly products within their social networks, further strengthening brand reputation.

Strategic Implications for the Automotive Industry

The findings suggest that automotive companies must integrate sustainability values and digital marketing strategies to remain competitive in the evolving electric vehicle market.

Key strategies include:

strengthening green marketing communication
creating engaging digital content that highlights innovation and sustainability
educating consumers about environmental issues and eco-friendly technologies

By combining these strategies, companies can improve consumer trust, strengthen brand image, and encourage environmentally responsible purchasing behavior.

Conclusion

The study concludes that green marketing, content marketing, and environmental awareness collectively play a crucial role in shaping consumer purchase decisions for Honda electric cars in West Java.

Among these factors, content marketing emerges as the most influential driver of purchasing decisions, highlighting the importance of digital communication strategies in modern marketing.

The integration of sustainable marketing practices and environmental education will therefore be essential for automotive companies seeking to expand their presence in the growing electric vehicle market.

Author Profiles

Medina Rachmadini- Universitas Swadaya Gunung Jati
Zico Subekti- Universitas Swadaya Gunung Jati
Rahmadi- Universitas Swadaya Gunung Jati

Research Source

Rachmadini, M., Subekti, Z., & Rahmadi. (2026).The Influence of Green Marketing, Content Marketing, and Environmental Awareness on the Purchase Decision of Honda Electric Cars in West Java.
Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 1, 145–162.
DOI: https://doi.org/10.55927/ijba.v6i1.16226

URL: https://journal.formosapublisher.org/index.php/ijba