Urban Value Based Adoption Model for Green Mobility: A Mixed-Methods Study of Electric Vehicle Purchase Decisions at Wuling Motors Pontianak
DOI:
https://doi.org/10.37385/ceej.v7i4.12072Keywords:
Electric Vehicle, Green Mobility, Perceived Value, Purchase Decision, Urban-VAMAbstract
Electric vehicle adoption has become an important component of green mobility development to support sustainable transportation and carbon emission reduction. However, in urban cities such as Pontianak, electric vehicle purchase decisions are still influenced by various considerations, including perceived benefits, perceived sacrifices, perceived value, and the readiness of supporting ecosystems. This study aims to develop and examine the Urban Value-Based Adoption Model (Urban-VAM) in explaining electric vehicle purchase decisions for Wuling Motors in Pontianak City. This study employed a mixed-methods approach with a sequential explanatory design. Quantitative data were collected from 208 valid respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS 4, while qualitative data were obtained through in-depth interviews with nine strategic informants. The results indicate that Perceived Benefits have a positive and significant effect on Perceived Value (β = 0.508; p < 0.001), and Perceived Value is the most dominant factor influencing Purchase Decision (β = 0.613; p < 0.001). Perceived Sacrifices also have a significant effect on Perceived Value, but the direction of the relationship is positive and contrary to the initial hypothesis (β = 0.268; p = 0.001). This finding indicates the existence of a high-involvement trade-off mechanism, in which consumers who actively consider purchasing electric vehicles demonstrate both awareness of potential risks and a stronger understanding of product value. Purchasing Power was not proven to moderate the relationship, but it has a direct influence on Perceived Value. This study concludes that electric vehicle purchase decisions are primarily shaped by consumers’ perceived value, which emerges from the comprehensive evaluation of perceived benefits and perceived sacrifices.
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