Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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Model Adopting Electric Motorcycle Based on Product Knowledge and Subjective Norms

Authors
Ina Ratnasari1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: ina.ratnasari@upi.edu
Corresponding Author
Ina Ratnasari
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_13How to use a DOI?
Keywords
Adoption Intention; Electric Motorcycles; Product Knowledge; Purchase Intention; Subjective Norms
Abstract

The problem of global warming requires attention and solutions to support the sustainability of life. Therefore, steps are needed to overcome the negative effects of climate change, one of which is by adopting electric motorcycles. This study aims to analyze the effect of public knowledge about green products and subjective norms on the interest in adopting them. The population in this study is Z Generation in the industrial city of Karawang, with a sample size of 224 respondents selected using a purposive sampling technique. Data analysis was carried out using the Partial Least Square method using the SmartPLS3. The results showed that product knowledge and subjective norms partially and simultaneously affect the purchase intention of electric motorcycles. This finding confirms that increasing understanding of green products and social norms can encourage interest in electric vehicles. Therefore, collaboration between the government, manufacturers, and the public is needed in education, regulation, and marketing strategies to accelerate the adoption of environmentally friendly vehicles.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_13How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ina Ratnasari
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Model Adopting Electric Motorcycle Based on Product Knowledge and Subjective Norms
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 102
EP  - 110
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_13
DO  - 10.2991/978-94-6463-817-2_13
ID  - Ratnasari2025
ER  -