The influence of Internal Values, Green Attitudes, Subjective Norms, and on Green Customer Citizenship Behaviours among electric vehicle consumers in Jakarta

https://doi.org/10.35912/jdbm.v1i2.3767
Published: Aug 30, 2025

Abstract:

Purpose: This study aims to analyse the influence of Internal Values, Green Attitudes, and Subjective Norms on Green Customer Citizenship Behaviours (GCCB) among electric vehicle (EV) consumers in Jakarta, with a particular focus on the mediating role of green attitudes.

Methodology: A quantitative research design was employed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) with SmartPLS version 4.0. Data were collected through an online questionnaire from 105 electric vehicle users domiciled in Jakarta, aged at least 18 years, and having used electric vehicles for more than twelve months.

Results: The findings reveal that internal values have a positive and significant effect on green attitudes. Furthermore, green attitudes significantly influence green customer citizenship behaviour and were found to mediate the relationship between internal values and GCCB. In addition, subjective norms have a significant positive effect on both green attitudes and green customer citizenship behaviour, indicating the importance of social influence in encouraging pro-environmental behaviours among EV consumers.

Conclusions: This study concludes that internal values and subjective norms play a crucial role in shaping green attitudes, which subsequently foster green customer citizenship behaviour among electric vehicle users in Jakarta.

Limitations: The study is limited by its relatively small sample size and its focus on a single urban area, which may limit generalisability.

Contribution: This research contributes empirical evidence to the literature on sustainable consumer behaviour by highlighting the mediating role of green attitudes and the importance of social norms in promoting green customer citizenship behaviour in the context of electric vehicle adoption.

Keywords:
1. Electric Vehicle Consumers
2. Green Attitudes
3. Green Customer Citizenship Behaviours
4. Internal Values
5. Subjective Norms
Authors:
1 . Tengku Muhammad Zikrie Maulana
University of Indonesia, Depok, Jawa Barat, Indonesia
2 . Heri Fathurahman
University of Indonesia, Depok, Jawa Barat, Indonesia
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How to Cite
Maulana, T. M. Z., & Fathurahman, H. (2025). The influence of Internal Values, Green Attitudes, Subjective Norms, and on Green Customer Citizenship Behaviours among electric vehicle consumers in Jakarta. Journal of Digital Business and Marketing, 1(2), 157–169. https://doi.org/10.35912/jdbm.v1i2.3767
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Issue & Section
Vol. 1 No. 2 (2025): August
Articles
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References

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    Wahyuningtyastuti, I., & Ariyanti, M. (2025). Understanding Continued BNPL Usage Behavior in E-Commerce: Extended UTAUT2 with Usage Intention Mediation. Journal of Digital Business and Marketing, 1(2), 117-137. doi:https://doi.org/10.35912/jdbm.v1i2.3685

    Wulandari, W. E., & Haryono, P. M. B. (2025). The Influence of Brand Awareness and Brand Image on Sales Mediated by Customer Service at Resto Ceplok Telor Bogor. Advances in Management and Business Studies, 1(1), 1-17. doi:https://doi.org/10.35912/ambus.v1i1.3726

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    Yang, K., & Jolly, L. D. (2009). The Effects of Consumer Perceived Value and Subjective Norm on Mobile Data Service Adoption between American and Korean consumers. Journal of Retailing and Consumer Services, 16(6), 502-508. doi:https://doi.org/10.1016/j.jretconser.2009.08.005

    Yansah, R., Maulana, A., & Shihab, M. S. (2025). The Effect of Personal Selling and Relationship Marketing on Customer Loyalty and Satisfaction as an intervening Variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Digital Business and Marketing, 1(2), 87-94. doi:https://doi.org/10.35912/jdbm.v1i2.3325

    Zabartih, M. I., & Widhiarso, W. (2025). Information Technology Strategic Plan for Hospital Using Ward and Peppard Model. Journal of Digital Business and Marketing, 1(2), 131-148. doi:https://doi.org/10.35912/jdbm.v1i2.3354

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  2. Devi, S., Arafat, Y., & Maliah, M. (2025). The Effect of using E-Money and Self-Control on Student Financial Management. Journal of Digital Business and Marketing, 1(2), 105-115. doi:https://doi.org/10.35912/jdbm.v1i2.3327
  3. Edelman, D. J., & Gunawan, D. S. (2020). Managing the Urban Environment of Jakarta, Indonesia. Current Urban Studies, 8(1), 57-106. doi:https://doi.org/10.4236/cus.2020.81003
  4. Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0. Semarang: Badan Penerbit Undip.
  5. Glazener, A., Wylie, J., van Waas, W., & Khreis, H. (2022). The Impacts of Car-Free Days and Events on the Environment and Human Health. Current Environmental Health Reports, 9(2), 165-182. doi:https://doi.org/10.1007/s40572-022-00342-y
  6. Hair, J., Babin, B., Anderson, R., & Black, W. (2019). Multivariate Data Analysis. England: Pearson Prentice.
  7. Homer, P. M., & Kahle, L. R. (1988). A Structural Equation Test of the Value-Attitude-Behavior Hierarchy. Journal of Personality and social Psychology, 54(4), 638-646. doi:https://psycnet.apa.org/doi/10.1037/0022-3514.54.4.638
  8. Huang, F., Teo, T., & Zhou, M. (2020). Chinese Students’ Intentions to Use the Internet-Based Technology for Learning. Educational Technology Research and Development, 68(1), 575-591. doi:https://doi.org/10.1007/s11423-019-09695-y
  9. Hwang, J., & Lyu, S. O. (2020). Relationships among Green Image, Consumer Attitudes, Desire, and Customer Citizenship Behavior in the Airline Industry. International Journal of Sustainable Transportation, 14(6), 437-447. doi:https://doi.org/10.1080/15568318.2019.1573280
  10. Ikhsani, K., Widayati, C. C., & Wuryandari, N. E. R. (2021). Analisis Pengaruh Persepsi Resiko, Promosi, Dan Kepercayaan Merek Terhadap Niat Beli Pasca Covid-19. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan, 66-75. doi:https://doi.org/10.52909/jbemk.v1i1.31
  11. Iqbal, A., Saraswati, E., Sutrisno, & Tojibussabirin, M. (2024). Green Consumption Behaviour in Indonesia: Exploring The Role of Government Support. Cogent Social Sciences, 10(1), 1-17. doi:https://doi.org/10.1080/23311886.2024.2439546
  12. Liang, J. L., Barus, L. S., Ong, W., & Maharani, J. C. (2024). Comprehensive Research Study of Challenges and Opportunities in Electric Vehicle Adoption: Case Study in Jakarta. Syntax Idea, 6(9), 6082-6096. doi:https://doi.org/10.46799/syntax-idea.v6i9.4491
  13. Mardiana, N., & Faqih, A. (2019). Model SEM-PLS Terbaik untuk Evaluasi Pembelajaran Matematika Diskrit dengan LMS. BAREKENG: Jurnal Ilmu Matematika dan Terapan, 13(3), 157-170. doi:https://doi.org/10.30598/barekengvol13iss3pp157-170ar898
  14. Rudiyanto, C., & Sudrajad, O. Y. (2025). Choosing the Most Suitable Sustainability Report Standard For Banking Industry: A Case Study of Bank ABC. Journal of Digital Business and Marketing, 1(2), 95-104. doi:https://doi.org/10.35912/jdbm.v1i2.3326
  15. Salsabila, H., & Salehudin, I. (2023). Plugged in and Charging: Environmentalism Factors Does Affect Behavioral Intention to Purchase Electric Cars in Indonesia, but Non-Environmental Factors are Important Too. Smart City, 3(2), 1-18. doi:https://dx.doi.org/10.2139/ssrn.4323150
  16. Sasongko, T. W., Ciptomulyono, U., Wirjodirdjo, B., & Prastawa, A. (2024). Low Carbon Emission Vehicle Adoption and Production Barriers in Indonesia: A DEMATEL Approach. E3S Web of Conferences, 557, 1-10. doi:https://doi.org/10.1051/e3sconf/202455704001
  17. Solekah, N. A., Ratnasari, K., & Hirmawan, A. P. (2023). Prediction of Green Purchase Intention for Electric Vehicles: A Theory Of Planned Behavior Approach. Jurnal Minds: Manajemen Ide Dan Inspirasi, 10(2), 297-320. doi:https://dx.doi.org/10.24252/minds.v10i2.40772
  18. Stahl, G. K., & Maznevski, M. L. (2021). Unraveling the Effects of Cultural Diversity in Teams: A Retrospective of Research on Multicultural Work Groups and an Agenda for Future Research. Journal of International Business Studies, 52(1), 4-22. doi:https://doi.org/10.1057/s41267-020-00389-9
  19. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
  20. Tonder, E. V., Fullerton, S., Beer, L. T. D., & Saunders, S. G. (2023). Social and Personal Factors Influencing Green Customer Citizenship Behaviours: The Role of Subjective Norm, Internal Values and Attitudes. Journal of Retailing and Consumer Services, 71. doi:https://doi.org/10.1016/j.jretconser.2022.103190
  21. Utami, M. W. D., Yuniaristanto, Y., & Sutopo, W. (2020). Adoption Intention Model of Electric Vehicle in Indonesia. Jurnal Optimasi Sistem Industri, 19(1), 70-81. doi: https://doi.org/10.25077/josi.v19.n1.p70-81.2020
  22. Wahyuningtyastuti, I., & Ariyanti, M. (2025). Understanding Continued BNPL Usage Behavior in E-Commerce: Extended UTAUT2 with Usage Intention Mediation. Journal of Digital Business and Marketing, 1(2), 117-137. doi:https://doi.org/10.35912/jdbm.v1i2.3685
  23. Wulandari, W. E., & Haryono, P. M. B. (2025). The Influence of Brand Awareness and Brand Image on Sales Mediated by Customer Service at Resto Ceplok Telor Bogor. Advances in Management and Business Studies, 1(1), 1-17. doi:https://doi.org/10.35912/ambus.v1i1.3726
  24. Yahman, Y., & Setyagama, A. (2023). Government Policy in Regulating the Environment for Development of Sustainable Environment in Indonesia. Environment, Development and Sustainability, 25(11), 12829-12840. doi:https://doi.org/10.1007/s10668-022-02591-1
  25. Yang, K., & Jolly, L. D. (2009). The Effects of Consumer Perceived Value and Subjective Norm on Mobile Data Service Adoption between American and Korean consumers. Journal of Retailing and Consumer Services, 16(6), 502-508. doi:https://doi.org/10.1016/j.jretconser.2009.08.005
  26. Yansah, R., Maulana, A., & Shihab, M. S. (2025). The Effect of Personal Selling and Relationship Marketing on Customer Loyalty and Satisfaction as an intervening Variable in PT. Welty Indah Perkasa Palembang Branch. Journal of Digital Business and Marketing, 1(2), 87-94. doi:https://doi.org/10.35912/jdbm.v1i2.3325
  27. Zabartih, M. I., & Widhiarso, W. (2025). Information Technology Strategic Plan for Hospital Using Ward and Peppard Model. Journal of Digital Business and Marketing, 1(2), 131-148. doi:https://doi.org/10.35912/jdbm.v1i2.3354