Effect of Price, Operational Costs, and Electric Vehicle Infrastructure on Conventional Car Sales under Environmental Awareness Moderation: Case Toyota Brand in Indonesia

This study investigates the influence of electric vehicle (EV) price, operational costs, and supporting infrastructure on the declining sales of conventional Toyota vehicles in Indonesia, with environmental awareness as a moderating factor. The research is grounded in the accelerating global shift from fossil- fuelled transportation towards sustainable mobility, a transition that is reshaping consumer preferences and competitive dynamics in the automotive industry. Using a quantitative design and the Structural Equation Modelling–Partial Least Squares (SEM-PLS) method, data were collected from 250 respondents comprising owners of both electric and conventional vehicles across various regions of Indonesia. Findings reveal that EV price, operational costs, and infrastructure exert a significant impact on conventional vehicle sales, with the effect being amplified when environmental awareness is high. These results highlight that adoption is not solely driven by economic considerations but also by environmental values aligned with Sustainable Development Goal 13: Climate Action. For PT Toyota Sales Operation, the implications are clear: accelerating EV adoption and expanding the Battery Electric Vehicle portfolio are critical to sustaining market competitiveness. This research contributes to the discourse on green supply chain strategy and environmentally responsible innovation in emerging automotive markets.