In the bustling streets of Indonesia, where motorcycles outnumber cars by a significant margin, a shift is underway. The country, grappling with a surge in transportation-related greenhouse gas emissions, is eyeing electric motorcycles (EMs) as a beacon of hope. A recent study, led by Rina Agustina from the Department of Industrial Engineering at Universitas Sebelas Maret, delves into the intricate factors influencing the adoption of these eco-friendly two-wheelers, offering valuable insights for policymakers, manufacturers, and the energy sector.
The study, published in the World Electric Vehicle Journal, integrates the Theory of Planned Behavior with situational, contextual, and demographic factors to explore the determinants of electric motorcycle adoption intentions and actual usage. The findings reveal a complex interplay of psychological, situational, and contextual factors that shape consumer decisions.
Psychological factors, such as attitude, subjective norms, and perceived behavioral control, significantly influence purchase intentions. “These factors highlight the importance of beliefs and social pressure in shaping consumer decisions,” Agustina explains. However, personal moral norms do not significantly impact adoption intentions, suggesting that individual responsibility toward the environment is not yet a major driver for EVs in Indonesia.
Situational factors, like technology and cost, indirectly affect adoption intentions through attitude and perceived behavioral control. As technology evolves, bringing innovations that enhance the performance and comfort of EMs, consumer interest in adopting these vehicles is likely to increase. “Improvements in technological performance aligned with consumer needs and reductions in purchasing and operational costs have increased consumer interest in adopting EMs,” Agustina notes.
Contextual factors show mixed results. Government policies effectively shape attitudes and perceived behavioral control, but infrastructure remains inadequate to influence attitudes directly. This underscores the importance of sustained policy support to accelerate the transition toward widespread use of EVs. “Various policies, such as incentives, subsidies, and unique preferences, play key roles in shaping attitudes, subjective norms, and perceived behavioral control,” Agustina adds.
Demographic analysis highlights gender as a moderating factor, with men showing higher moral-driven adoption intentions. This finding suggests that targeted marketing strategies considering consumer characteristics sensitive to environmental issues could increase the decision to adopt EMs in Indonesia.
The study’s implications for the energy sector are profound. As the demand for electric motorcycles grows, so does the need for a robust charging infrastructure and renewable energy sources to support it. Manufacturers and policymakers must collaborate to develop strategies that foster public interest in adopting electric motorcycles, thereby increasing the adoption rate of pro-environmental vehicles.
The research also points to future developments in the field. As Agustina notes, “Future research should expand its focus to other types of EVs, such as electric cars or electric-based public transportation while considering additional geographical dimensions related to the uneven availability of electricity supply.” This could pave the way for tailored solutions, such as relying on renewable energy sources like solar or wind power to support electricity supply for electric vehicles in remote and mountainous areas.
The study’s findings are a clarion call for action. By understanding the complex interplay of factors influencing electric motorcycle adoption, stakeholders can develop targeted strategies to accelerate the transition to low-emission transportation. This shift is not just about reducing emissions; it’s about creating a sustainable future for Indonesia and beyond. As the world watches, Indonesia’s journey towards electric mobility could set a global precedent, shaping the future of the energy sector and transportation as we know it.