The Impact of Perceived Risk and Trust on Electric Vehicle Adoption in Sustainable Tourism Regions

Komang Bagus Lanang Prabawa; Putu Purnama Dewi; Ngakan Nyoman Kutha Krisnawijaya; A.A. Ngr. Eddy Supriyadinata Gorda

doi:10.32535/ijafap.v8i3.4494

The Impact of Perceived Risk and Trust on Electric Vehicle Adoption in Sustainable Tourism Regions

Komang Bagus Lanang Prabawa, Putu Purnama Dewi, Ngakan Nyoman Kutha Krisnawijaya, A.A. Ngr. Eddy Supriyadinata Gorda

Abstract

The influence of perceived risk and marketing communication on electric motorcycle purchase choices in Bali is examined in this study, with technological trust serving as the mediating factor. Despite Bali's global acclaim as an eco-tourism hub dedicated to sustainable progress, electric vehicle uptake among residents lags behind official benchmarks. A quantitative survey methodology is employed, drawing data from local inhabitants and subjecting it to Partial Least Squares–Structural Equation Modeling (PLS-SEM) grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT 3). Significant direct and indirect effects on purchase determinations channeled through trust in technology are revealed for both perceived risk and marketing communication. A pivotal mediation function is fulfilled by technological trust, whereby the adverse sway of perceived risk is attenuated and the favorable impact of marketing outreach amplified. Transparent, educational, and confidence-enhancing promotional tactics, coupled with enabling infrastructure and regulatory measures, are underscored by the outcomes as vital for hastening electric vehicle integration in tourism-centric sustainable locales.

Keywords

Electric Vehicles; Marketing Communication; Perceived Risk; Purchase Decision; Sustainable Tourism; Trust in Technology; UTAUT 3

Full Text:

PDF

References

Agus, C. (2024). Ini target pemerintah untuk populasi kendaraan listrik di tahun 2030. Kementerian Energi dan Sumber Daya Mineral Republik Indonesia.

Agustina, R., Yuniaristanto, & Sutopo, W. (2025). Factors influencing electric motorcycle adoption in Indonesia: Comprehensive psychological, situational, and contextual perspectives. World Electric Vehicle Journal, 16(2). https://doi.org/10.3390/wevj16020106

Amirudin, M., Sugiat, M. A., Shinta, F., & Silalahi, M. (2025). Analysis of the influence of social media marketing features on consumer purchase decisions with brand trust as a mediating variable in the electric vehicle industry. American Journal of Economic and Management Business (AJEMB), 4(5), 537–552. https://doi.org/10.58631/ajemb.v4i5.223

Anggara, D. S., & Hapsoro, B. B. (2025). Pengaruh nostalgia dan promosi terhadap niat beli melalui nilai yang dirasakan pada game Upin & Ipin Universe. UNNES Business Quarterly, 1(1). http://journal.unnes.ac.id/journals/UBQ

Annisa, & Mirzam, A. (2024). Pengaruh e-WOM dan trust terhadap purchase intention dalam belanja online. Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset, 3(1), 225–233. https://doi.org/10.61132/lokawati.v3i1.1488

Astuti, N. N. S., Virginiya, P. T., Bagiastuti, N. K., & Septevany, E. (2024). The future of green tourism in Bali: Challenges and opportunities. Journal of Applied Sciences in Travel and Hospitality, 7(2), 178–195. https://doi.org/10.31940/jasth.v7i2.178-195

Azzahra, T., Perdani, M., Fitriati, A., Kusbandiyah, A., & Azizah, S. N. (2025). Pengaruh persepsi manfaat dan persepsi risiko terhadap niat penggunaan berkelanjutan QRIS yang dimediasi oleh kepercayaan pada generasi Z. JAFM, 6(2). https://doi.org/10.38035/jafm.v6i2

Banerjee, P., Gupta, R., Singh, A., Saxena, A., & Banerjee, S. (2026). A multi-criteria decision analysis of sustainability-driven marketing strategies for electric vehicle adoption in emerging markets. Indian Journal of Marketing, 50–68. https://doi.org/10.17010/IJOM/2026/V56/I1/175899

Bi, C., Jin, S., Li, S., & Li, Y. (2023). Can green advertising increase consumers’ purchase intention of electric vehicles? An experimental study from China. Journal of Cleaner Production, 419, 138260. https://doi.org/10.1016/j.jclepro.2023.138260

Cahya, H. N., & Sukresna, I. M. (2022). Factors affecting intention to use fully electric bike transport of ride-hailing applications: The UTAUT approach. International Conference on Research and Development (ICORAD), 1(2), 241–255. https://doi.org/10.47841/icorad.v1i2.45

Dang, Y.-H., & Erorita, S. M. (2025). Building human-AI trust in the era of intelligent vehicles: Risk perception and acceptance mechanisms for future mobility societies. Intelligent & Human Futures, 1(2), 1–11. https://doi.org/10.63808/ihf.v1i2.179

Eccarius, T., & Chen, C. F. (2024). Examining trust as a critical factor for the adoption of electric vehicle sharing via necessary condition analysis. Technological Forecasting and Social Change, 208, 123681. https://doi.org/10.1016/J.TECHFORE.2024.123681

Fahrizal, I., & Maharani, A. (2025). Pengaruh kualitas produk, persepsi harga, dan ulasan pelanggan online terhadap keputusan pembelian konsumen Gen Z di Es Kopi Indonesia. YUME: Journal of Management, 8(1), 1406–1424.

Faujiyah, F., Rahmawati, A., & Yuniarti, T. (2025). Environmental awareness, government promotion, perceived price value, lifestyle, dan perceived risk terhadap minat beli kendaraan listrik. Jurnal Ilmiah Manajemen dan Bisnis, 26(1), 57–74. https://doi.org/10.30596/jimb.v26i1.22618

Featherman, M., Jia, S. (Jasper), Califf, C. B., & Hajli, N. (2021). The impact of new technologies on consumers beliefs: Reducing the perceived risks of electric vehicle adoption. Technological Forecasting and Social Change, 169, 120847. https://doi.org/10.1016/j.techfore.2021.120847

Ghozali, I. (2021). Aplikasi analisis multivariate dengan SPSS 26. Badan Penerbit Universitas Diponegoro.

Guo, R., & Jiang, Z. (2024). Optimal dynamic advertising policy considering consumer ad fatigue. Decision Support Systems, 187, 114323. https://doi.org/10.1016/J.DSS.2024.114323

Hair, J. F., & Brunsveld, N. (2019). Essentials of business research methods. Routledge. https://doi.org/10.4324/9780429203374

Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/10.1016/J.HELIYON.2024.E29714

Hironimus, H., & Ahmad, N. (2025). Analisis netnografi persepsi konsumen Indonesia pada kendaraan listrik BYD: Studi pada aspek brand awareness, brand image, perceived risk, dan purchase intention.

Ikhsan, R. B., Fernando, Y., Gui, A., & Fernando, E. (2024). The power of online reviews: Exploring information asymmetry and its impact on green product purchasing behavior. International Journal of Consumer Studies, 48(3). https://doi.org/10.1111/IJCS.13050

Irma, V., & Abrar, K. M. (2025). Pengaruh komunikasi pemasaran dan kepercayaan terhadap minat masyarakat menggunakan tabungan Smart IB pada PT. Bank Sumut Syariah Cabang Marelan Raya. Journal Economic Excellence Ibnu Sina, 3(1), 123–135. https://doi.org/10.59841/excellence.v3i1.2317

Ivanova, G., & Moreira, A. C. (2023). Antecedents of electric vehicle purchase intention from the consumer’s perspective: A systematic literature review. Sustainability, 15(4). https://doi.org/10.3390/su15042878

Kansa, F. H., & Wiryany, D. (2024). Analisis strategi komunikasi pemasaran pada akun Instagram @inabauniversityofficial.

Khazaei, H., & Tareq, M. A. (2021). Moderating effects of personal innovativeness and driving experience on factors influencing adoption of BEVs in Malaysia: An integrated SEM–BSEM approach. Heliyon, 7(9), e08072. https://doi.org/10.1016/j.heliyon.2021.e08072

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Kottala, S. Y., Chanagala, S., Balaji, C., Reddy, V. V. N., & Babu, G. N. P. V. (2025). Exploring electric vehicle consumer behavior: Impact of digital innovation, environmental concern, perceived value, and social influence on purchase intentions. Frontiers in Sustainable Cities, 7, 1655074. https://doi.org/10.3389/FRSC.2025.1655074

Kurniawan, R., & Ferdian, A. (2024). Populasi kendaraan listrik di Indonesia saat ini capai 144.547 unit. Kompas Otomotif. https://otomotif.kompas.com

Lashari, Z. A., Ko, J., & Jang, J. (2021). Consumers’ intention to purchase electric vehicles: Influences of user attitude and perception. Sustainability, 13(12). https://doi.org/10.3390/su13126778

Lazuardy, A., Nurcahyo, R., Farizal, & Oktavina, R. (2025). Formulating an electric vehicle adoption model in Indonesia: Product quality, consumer characteristics, adoption context, and perception. International Journal of Technology, 16(6), 1691–1699. https://doi.org/10.14716/IJTECH.V16I6.7804

Ma, D., Dong, J., & Lee, C. C. (2025). Influence of perceived risk on consumers’ intention and behavior in cross-border e-commerce transactions: A case study of the Tmall Global platform. International Journal of Information Management, 81, 102854. https://doi.org/10.1016/j.ijinfomgt.2024.102854

Masrek, M. N., Baharuddin, M. F., & Syam, A. M. (2025). Determinants of behavioral intention to use generative AI: The role of trust, personal innovativeness, and UTAUT II factors. International Journal of Basic and Applied Sciences, 14(4), 378–390. https://doi.org/10.14419/44tk8615

Nagata, S. K., & Tommy, C. (2024). Pengaruh personal innovativeness, perceived benefits, dan social influence terhadap purchase intention electric vehicle. Performa, 9(2), 52–69. https://doi.org/10.37715/jp.v9i2.3993

Permana, R., Yuliati, E., & Wulandari, P. (2023). Analisis faktor-faktor yang mempengaruhi konsumen terhadap purchase intention kendaraan listrik di Indonesia. Jurnal Inovasi Bisnis dan Manajemen Indonesia.

Rezki Ian, M., Nuromavita, I., & Tri Apriliyanto, Y. (2025). Analisis faktor-faktor behavioral intention mahasiswa menggunakan kendaraan listrik dengan pendekatan extending the unified theory of acceptance and use of technology 2 (UTAUT2). Jurnal Aplikasi Teknik Sipil, 23(1).

Rosalia, D. (2025). Strategi komunikasi digital dalam pemasaran: Studi peran media sosial dalam keputusan pembelian konsumen. Jurnal EMT KITA, 9(2), 488–499. https://doi.org/10.35870/emt.v9i2.3851

Sanjaya, K. N., & Efrata, T. C. (2024). Pengaruh personal innovativeness, perceived benefits, dan social influence terhadap purchase intention electric vehicle. PERFORMA, 9(2), 52–69. https://doi.org/10.37715/jp.v9i2.3993

Saputra, M. C., & Andajani, E. (2023). Analysis of factors influencing intention to adopt battery electric vehicle in Indonesia. ADI Journal on Recent Innovation (AJRI), 5(2), 100–109. https://doi.org/10.34306/ajri.v5i2.993

Schiffman, L. G. (2008). Consumer behaviour: A European outlook. Prentice Hall/Financial Times.

Selvi, M. S., & Önem, ?. (2025). Impact of variables in the UTAUT2 model on the intention to use a fully electric car. Sustainability, 17(7). https://doi.org/10.3390/su17073214

Shalomita, A., & Suryawan, I. B. (2024). Implementasi konsep Tri Hita Karana dalam pengelolaan daya tarik wisata Pura Uluwatu, Badung, Bali. Jurnal Destinasi Pariwisata.

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. https://doi.org/10.24252/minds.v10i2.40772

Tarigan, D. P. B., Aramita, F., & Sabrina, H. (2025). Pengaruh kepercayaan, kemudahan, dan keamanan terhadap keputusan pembelian online Shopee pada masyarakat Desa Baru Kecamatan Pancur Batu. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 7667–7673. https://doi.org/10.31004/riggs.v4i3.3127

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology (UTAUT2). MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412

Widhiasthini, N. W., Yanti, N. K. W., Subawa, N. S., Baykal, E., Budiana, I. N., Utami, M. S. M., & Subanda, I. N. (2025). Pentahelix model and Tri Hita Karana for Bali sustainable tourism. Tourism and Hospitality Research. https://doi.org/10.1177/14673584251340046

Wijayadne, D. R. (2025). Bridging innovation and adoption: The mediating role of trust in the influence of personal innovativeness and perceived usefulness on intention to use. Psikoborneo: Jurnal Ilmiah Psikologi, 13(2), 321.

Wu, X., Wang, Y., Chai, S., & Chai, R. (2023). Goal-biased rapidly-exploring random trees for efficient marine path planning. In 2023 China Automation Congress (CAC) (pp. 4674–4679).

Zhang, H., Xie, X., Wei, M., Wang, X., Song, D., & Luo, J. (2024). An improved goal-bias RRT algorithm for unmanned aerial vehicle path planning. In 2024 IEEE International Conference on Mechatronics and Automation (ICMA) (pp. 1360–1365).

DOI: https://doi.org/10.32535/ijafap.v8i3.4494