Abstract
The aim of this study is to analyze the role of attitude as a mediating variable in the relationship between green product quality, green product uniqueness, and green purchase intention among electric car consumers. Although these two green product attributes are often identified as important factors in encouraging environmentally friendly behavior, previous empirical evidence still shows inconsistent results. Therefore, this study proposes an attitude mediation model to provide a more in-depth explanation. This study used a quantitative method with surveying 130 electric car consumers in the Special Region of Yogyakarta using a purposive sampling technique. Data were analyzed using SmartPLS-based Structural Equation Modeling (SEM). The findings indicate that green product quality and green product uniqueness have a significant effect on the formation of positive attitudes towards environmentally friendly products. However, green product quality does not have a significant effect on green purchase intention. In contrast, green product uniqueness and attitude are proven to have a significant effect on green purchase intention. These results confirm that attitude plays a significant role as a determinant of green purchase intention, especially in the context of electric car products. This study provides a theoretical contribution by strengthening the understanding of the psychological mechanisms of green consumers, as well as a practical contribution for electric car manufacturers to improve product quality and differentiation in order to encourage purchase intention.
Keywords: Attitude, Green Product Quality, Green Product Uniqueness, Green Purchase Intention.