Article
PERAN ATTITUDE MEMEDIASI ENVIRONMENTAL CONCERN DAN PRICE VALUE TERHADAP PURCHASE INTENTION MOTOR LISTRIK HONDA
Journal Publicuho, Vol. 9 No. 1 (2026), hlm. 357–366
Abstrak
The transition toward sustainable transportation has positioned electric motorcycles as a strategic solution to reduce carbon emissions. However, consumer adoption in developing regions remains limited, including Sijunjung regency in West Sumatera. This study aims to examine the mediating role of attitude in the relationship between environmental concern, price value, and purchase intention of Honda electric motorcycles at Cempaka Motor Dealer, Sijunjung Regency. This research employs a quantitative approach using a survey method. Data were collected from 170 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that environmental concern and price value have a positive and significant effect on attitude. Attitude also significantly influences purchase intention. Furthermore, attitude partially mediates the relationship between environmental concern and purchase intention, as well as between price value and purchase intention. These findings highlight the importance of strengthening positive consumer attitudes through environmental education and value-based pricing strategies to accelerate electric motorcycle adoption, particularly in non-metropolitan areas. The study contributes empirically to the integration of the Theory of Planned Behavior in the context of green vehicle adoption in Indonesia.