The Mediating Role of Innovative Behavior in Price–Intention Dynamics of Electric Vehicle Adoption
Keywords:
Enabling Conditions, Price, Innovative Behavior, Purchase Intent, Electric VehiclesAbstract
Introduction: This study examines how facilitating conditions and price influence EV purchase intention, a market experiencing rapid policy-driven momentum but still facing substantial consumer-side barriers. Understanding these behavioral drivers is increasingly important as adoption decisions.
Background Problems: Despite strong government incentives, EV uptake remains slow due to concerns about charging infrastructure, operational reliability, and perceived economic risks; therefore, this study asks: How do facilitating conditions, price, and consumer innovativeness interact to shape EV purchase intention in Indonesia?
Research Methods: A quantitative causality design was applied using data from 362 prospective EV consumers across six major Indonesian cities. Structured questionnaires were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results: The results show that both facilitating conditions and price significantly increase EV purchase intention. Both variables also positively influence innovative behavior. Innovative behavior directly enhances intention and mediates the effect of price on intention, but does not mediate the effect of facilitating conditions.
Conclusion: EV purchase intention in Indonesia is driven by a combination of infrastructure readiness, economic considerations, and consumers’ innovative tendencies. While enabling conditions exert a strong direct impact, favorable price perceptions stimulate innovativeness, which in turn strengthens intention.
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