Journal of Global Economics, Management and Business Research

The urgency to mitigate climate change has accelerated the shift toward sustainable transportation, yet electric vehicle (EV) adoption in Indonesia remains limited despite policy support. This study aims to analyze the factors influencing consumers’ purchase intention toward electric vehicles by integrating the Theory of Planned Behavior (TPB) with perceived value theory, examining environmental concern as an antecedent of attitude, subjective norm, and perceived behavioral control, as well as a direct predictor of purchase intention, and assessing the roles of perceived price, perceived risk, and perceived value in shaping purchase intention. A quantitative survey was administered to urban consumers in Indonesia (n = 345), and the data were analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that environmental concern has a positive and significant effect on attitude, subjective norm, and perceived behavioral control, and it also directly increases EV purchase intention (p < 0.05). Perceived risk significantly reduces perceived value, while perceived value significantly increases purchase intention (p < 0.05). In contrast, perceived price does not significantly affect perceived value or purchase intention, and attitude, subjective norm, perceived behavioral control, as well as the direct effect of perceived risk on purchase intention, are not significant (p > 0.05). Overall, the findings suggest that EV purchase intention is driven more by environmental concern and perceived value than by price-related considerations, implying that strategies should extend beyond financial incentives by strengthening environmental awareness and enhancing perceived value.