Modeling policy, psychological drivers and green marketing to accelerate electric vehicle adoption in Indonesia

Purpose This study aims to investigate how policy, psychological factors and green marketing strategies can promote electric vehicle (EV) adoption in Indonesia. While previous research has primarily focused on technological aspects, this study addresses the overlooked influence of policy frameworks, cultural norms and consumer behavior. Design/methodology/approach Combining the theory of planned behavior (TPB) and green marketing orientation (GMO), data from 737 Indonesian consumers were analyzed via partial least squares structural equation modeling to test the interplay of policy interventions, attitudes, norms, perceived control and green marketing strategies. Findings The results reveal that policy interventions play a pivotal role in shaping consumer attitudes, social norms and control perceptions, ultimately driving EV purchase intentions. Moreover, psychological factors – particularly positive attitudes toward environmental responsibility and supportive social norms – were found to enhance GMO, which in turn strengthens behavioral intentions. This synergistic effect confirms the value of a holistic approach, integrating policy, psychology and marketing, for accelerating EV adoption in Indonesia. Originality/value By integrating TPB and GMO, this study provides a novel framework addressing systemic, cultural and psychological barriers to EV adoption. The findings provide insights for policymakers and businesses to advance sustainable transportation in Indonesia.