Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311506 
Year of Publication: 
2019
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2019 [Pages:] 30-41
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
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 first 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 find relationships of buyers' motivation and perceived value to the LCGC purchase intention across generations X, Y, and Z. The result shows that hedonic motivation significantly differs particularly between generation Y versus Z, and X versus Z. However, utilitarian motivation does not significantly differ among generations. Further, perceived value also significantly differs between generations X and Y.
Subjects: 
customer motivation
hedonic
LCGC
perceived value
purchase intention
utilitarian
JEL: 
M30
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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