Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations

Lorenza Kirana and Nila A. Windasari ()
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Lorenza Kirana: School of Business and Management Institut Teknologi Bandung
Nila A. Windasari: School of Business and Management Institut Teknologi Bandung

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2019, vol. 1, issue 9, 30-41

Abstract: The low-cost green car (LCGC) is becoming one of interesting research topics in the automobile industry along with its unique characteristics of a vehicle product, tax incentives, and industry growth. The characteristics of this green product and its economic value are ultimately shifting customer behavior. Therefore, an understanding of the purchase motivation and value perception is crucial to determine the purchase intention. Perceived value acted as a full experience that customers received as a combination of thinking and feeling dimensions which are consistent with the utilitarian and hedonic motivations. Besides, LCGC sales have also been growing recently from the fi rst car owner until more senior customers who are predicted to have different motivations and values across generations.This study explores the LCGC car purchase intention of 240 customers in Indonesia to fi nd relationships of buyers’ motivation and perceived value to the LCGC purchase intention across generations X, Y, and Z. The result shows that hedonic motivation signifi cantly differs particularly between generation Y versus Z, and X versus Z. However, utilitarian motivation does not signifi cantly differ among generations. Further, perceived value also signifi cantly differs between generations X and Y.

Keywords: customer motivation; hedonic; LCGC; perceived value; purchase intention; utilitarian (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2019
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