The Influence of Green Brand Image, Environmental Consciousness, and Sustainable Consumption Values on Green Consumer Behavior of Electric Vehicle Consumers in Indonesia

Authors

  • Yanuar Latief Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia, Indonesia
  • Sri Purwati Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia, Indonesia
  • Tri Endar Susianto STIE Pasim Sukabumi, Indonesia
  • Bunga Aditi Universitas Harapan Medan, Indonesia
  • Dede Siti Syamsiah STIE GICI, Indonesia
  • Tyahya Whisnu Hendratni Universitas Pancasila, Indonesia

DOI:

https://doi.org/10.38035/gijtm.v4i2.1264

Keywords:

Green Brand Image, Environmental Consciousness, Sustainable Consumption Values, Green Consumer Behavior

Abstract

The purpose of this study is to examine the effect of Green Brand Image, Environmental Consciousness and Sustainable Consumption Values on Green Consumer Behavior of electric car customers in Indonesia. The research method used is quantitative approach by using survey technique to respondents who are electric car users in Indonesia. A purposive sampling was used for the sampling method. Data analysis was done using multiple linear regression. The research findings revealed that Green Brand Image, Environmental Consciousness and Sustainable Consumption Values have partial and simultaneous positive and significant effect on Green Consumer Behavior. Among the three factors, the Sustainable Consumption Values had the most influence on the green consumption behavior of electric car buyers. The study results indicated that developing environment-friendly brand image, increasing public knowledge of environmental concerns, and promoting sustainable consumption ideals are important ways in enhancing Green Consumer Behavior of Indonesian society. The study’s findings should add to the green marketing and consumer behavior literature and provide insights to electric car manufacturers and regulators on how to speed up the transition to more sustainable transportation.

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Published

2026-08-30

How to Cite

Latief, Y., Purwati, S., Susianto, T. E., Aditi, B., Syamsiah, D. S., & Hendratni, T. W. (2026). The Influence of Green Brand Image, Environmental Consciousness, and Sustainable Consumption Values on Green Consumer Behavior of Electric Vehicle Consumers in Indonesia. Greenation International Journal of Tourism and Management, 4(2), 378–383. https://doi.org/10.38035/gijtm.v4i2.1264

Issue

Vol. 4 No. 2 (2026): (GIJTM) Greenation International Journal of Tourism and Management (June - August 2026)

Section

Articles

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Copyright (c) 2026 Yanuar Latief, Sri Purwati, Tri Endar Susianto, Bunga Aditi, Dede Siti Syamsiah, Tyahya Whisnu Hendratni

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