Analisis Green Marketing: Transisi Ice (Internal Combustion Engine) Ke Ev (Electric Vehicle) Melalui Environmental Value, Green Product Terhadap Green Product Adoption Di Surabaya
Abstract
Hasil penelitian ini menunjukkan bahwa variabel Environmental Value berpengaruh positif dan signifikan terhadap Green Product Adoption. Kemudian, Green Product berpengaruh secara positif tetapi tidak signifikan terhadap Green Product Adoption. Environmental value mendukung driver Grab untuk mengadopsi kendaraan listrik. Sedangkan tingginya Green Product tidak membuat driver Grab bersedia untuk mengadopsi kendaraan listrik, hal ini didukung melalui hasil wawancara bahwa adanya kekhawatiran terhadap kenaikan tarif listrik yang dilakukan pemerintah, tidak adanya skema kepemilikan kendaraan sewa, serta stasiun pengisian listrik yang masih belum tersebar secara meluas di seluruh daerah.
Kata Kunci : Green Markeing, Environmental Value, Green Product, Green Product Adoption, Driver Grab.
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DOI: https://doi.org/10.37531/sejaman.v6i2.5139
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