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Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations

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Kirana L., Windasari N. A.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2019

issue 1(9)

30-41

The low-cost green car (LCGC) is becoming one of interesting research topics in the automobile industry along with its unique characteristics of a vehicle product, tax incentives, and industry growth. The characteristics of this green product and its economic value are ultimately shifting customer behavior. Therefore, an understanding of the purchase motivation and value perception is crucial to determine the purchase intention. Perceived value acted as a full experience that customers received as a combination of thinking and feeling dimensions which are consistent with the utilitarian and hedonic motivations. Besides, LCGC sales have also been growing recently from the fi rst car owner until more senior customers who are predicted to have different motivations and values across generations. This study explores the LCGC car purchase intention of 240 customers in Indonesia to fi nd relationships of buyers’ motivation and perceived value to the LCGC purchase intention across generations X, Y, and Z. The result shows that hedonic motivation signifi cantly differs particularly between generation Y versus Z, and X versus Z. However, utilitarian motivation does not signifi cantly differ among generations. Further, perceived value also signifi cantly differs between generations X and Y.

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1 Journal of Marketing and Consumer Behaviour in Emerging Markets

1 Kirana L.

1 Windasari N. A.

1 2019

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Motivation and Value of Low-Cost Green Car (LCGC) Purchase Intention Across Generations