The Influence of Socio-Demographic, Technological Innovation, and Environmental Concern on Ev Purchase Intention Mediated by Perceived Risk

This study investigates the determinants of purchase intention toward electric vehicles (EVs) in Indonesia, particularly in Surabaya. It analyzes the effects of socio-demographic characteristics (family size and monthly income), environmental concern (self-responsibility and pro- environmental attitude), and technological innovation (battery performance and performance expectation), with perceived risk comprising financial, performance, psychological, and time- related risks as a mediating variable. Grounded in the Technology Acceptance Model (TAM) and complemented by the Diffusion of Innovation (DOI) framework, the study employs SmartPLS 4.0 for structural equation modeling. The findings reveal that environmental concern significantly and positively affects purchase intention, both directly and through perceived risk. Technological innovation also exerts a significant positive influence, with enhanced performance expectations and battery reliability reducing perceived risk and increasing purchase likelihood. Conversely, socio-demographic factors show a significant but negative direct impact on purchase intention and no significant influence on perceived risk. These results highlight that consumer perceptions related to risk and innovation are more decisive than demographic profiles in driving EV adoption, providing actionable insights for marketing strategies and sustainable policy development.