Encouraging Electric Vehicle Adoption: The Influence of Green Marketing and Word of Mouth Through Consumer Trust

Abstract

This study aims to analyze the effect of green marketing and word of mouth on purchase decisions, with consumer trust as a mediating variable, in the context of electric car consumers in West Sumatra Province. This study used a quantitative approach with primary data obtained through questionnaires from 134 respondents selected using cluster random sampling. Data analysis used Structural Equation Modelling (SEM) using Smart-PLS version 4. The results showed that green marketing and word of mouth did not have a significant influence on purchase decisions. However, green marketing and word of mouth had a positive and significant influence on consumer trust. Furthermore, consumer trust had a positive and significant influence on purchase decisions. In addition, the results of the study indicate that consumer trust mediates the relationship between green marketing and word of mouth on purchase decisions.